The Brief: Elevate bagged ice from an overlooked commodity to an essential Canadian necessity, positioning Petro-Canada as the go-to destination for it. The Truth: Ice is a high-volume product that Canadians take for granted until it’s missing. Without ice, classic Canadian traditions (like hockey) completely fall apart. The Execution: Launched a national PR stunt titled "Grass Hockey" featuring NHL players attempting to play in full gear on a rink with no ice, generating viral social buzz and rolling out into multi-channel campaign touchpoints.