The Icemen Academy ad campaign promotes a new hockey development program designed to help young athletes elevate their skills. While the program is for kids, the campaign is targeted toward parents, who make the decision to invest in their child’s growth. The central message, “Shoot to Score,” serves as both a motivational push for young players and a call to action for parents. Paired with a new academy logo, the branding is clean, bold, and professional. Realistic action-shot imagery, styled with cool blue tones, creates an emotional and aspirational feel—helping kids imagine themselves succeeding while assuring parents of the academy’s credibility and commitment to development.

The campaign includes a bus stop ad, billboard, Instagram ad, and an interactive shooting tarp. The print and digital ads all feature the academy website and strong visual messaging, encouraging parents to take action. The shooting tarp provides a practical, after-hours training tool for kids without goalies, reinforcing the idea that Icemen Academy is always there to help players improve. Across all formats, the campaign balances inspiration with trust, positioning the academy as a place where young athletes can shoot to score.