Hockey Canada had to face this same problem. Sandra Smith found the solution.


Hockey Canada wanted to convince girls from 10 to 12 years old that hockey is also a sport for girls, so the designer created a perfect strategy, in our opinion.

A comic told them the advantages of this sport for girls and girls could win a music box. Sandra replaced the plastic figure of a typicall ballet dancer and classic music with a hockey female  player and music associated to this sport.


You can see the overall result in the image above. This musical box makes hockey a girls' sport. Girls have changed the ballet shoes for hockey ice skates.

Creativity for marketing.


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