The Work: New Campaigns - The World.(Mazda France, DDB Canada)

 
HOCKEY CANADA - HAND - CANADA 
Project: Hand 
Client: Brad Pascall, marketing manager Hockey Canada 
Brief: Promote the love of the game and hockey's special place in 
Canadians' hearts 
Creative agency: DDB Canada 
Writer: Todd Mackie 
Art director: Denise Rossetto 
Media agency: OMD 
Production company: Reginald Pike 
Director: Scott Keith 
Editor: Chris Van Dyke, School Editing 
Post-production: Soho Post 
Exposure: National TV 

To show how dedicated Canadians are to ice-hockey, DDB in Canada has created a 30-second spot for Hockey Canada that traces a man's life back to the point when, as a small boy, he met his favourite hockey star.

The execution begins with an old man sitting in a retirement home, playing cards. One of his hands is covered in dirt and totally discoloured. The next shot shows his 60th birthday, which is in turn followed by a shot of him clearing his desk at work on his retirement day. At all times, his unwashed hand is on display.

He is then shown on his wedding day, leaving a dirty mark on his bride's face as he pulls her close to kiss her.

In the final shot, the boy is hanging over the side-wall at a hockey rink. He looks awestruck when a player who is walking past stops to shake his hand.

 
EA GAMES - BLACK - THE NETHERLANDS 
Project: Black 
Client: Ian McGregor, creative director, Electronic Arts 
Brief: Celebrate mass destruction. With Black, you go in all guns 
blazing 
Creative agency: Wieden & Kennedy Amsterdam 
Writer: Richard Gorodecky 
Art director: Joseph Ernst 
Media agency: MediaCom 
Production company: RSA Films UK 
Director: Sean Ellis 
Editor: Adam Marshall, 
Post-production: Glassworks UK 
Audio post-production: 750mph UK 
Exposure: Global TV 

The systematic destruction of an ornate Eastern European stateroom is the basis of Wieden & Kennedy Amsterdam's latest ad for EA Games.