Harmonious Hockey Heckling

//  11.22.13

MasterCard and delivers harmonious heckling for hockey season

The long-standing rivalry between the Toronto Maple Leafs and Montreal Canadiens is the oldest hockey rivalry there is and one of the most storied and celebrated match-ups in all of sports. When these two teams meet heckling is sure to ensue as fans’ passions always ignite in support of their teams with the drop of the puck. To help celebrate this year’s NHL season opener between the two rivals, MasterCard, a proud sponsor of both squads, decided to join in on the fun with a campaign developed by MacLaren McCann that gave some lucky Leafs and Habs fans a voice that would stand out from the rest. There is, after all, nothing quite like a witty heckle performed in a perfect four-part harmony.

Recognizing that an historic hockey rivalry like this one requires some old school heckling, MaserCard decided to bring the badgering way back to the time of the barbershop quartet. On October 1, opening night, after inviting Leafs and Habs fans to submit their best heckles, Master Card took the messages they received and recorded them sung in a four-part harmony, either in English or French, and shared the crooned caterwauls in real-time over social media. Before the night was out, 56 videos were shared in the span of 8 hours, each one offering a personal shout out to the mastermind behind the featured heckle.

Clearly, hockey fans liked the harmonized heckling. The campaign achieved over 4.3 million Twitter impressions and over 17,000 social engagements. Most importantly, in solidified MasterCard further solidified its standing with Canada’s favourite pass time and brought back a musical-styling long thought to have gone the way of the dodo.

Full credits at the bottom of this page.

Client: MasterCard Canada
Campaign Title: #oldestrivalry
Agency: MacLaren McCann
Executive Creative Director: Sean Davison and Mike Halminen
Associate Creative Director: Cam Boyd and Troy McGuinness
Copywriter: Matthew Lee and Jill Mack
Art Director: Jessica Delorme
Account Directors: Ryan Timms, Emily MacLaurin-King, Matthew Greenberg, Adam Bercovici
Agency Producer: Grace Lee and Nikki Drakul
Production House: Craft
Producer: Caitlin MulQueen
Editor: Jason DeMelo
Post Production: Craft
DP: Nigel Akam
Sound: Brian Dupuis
Makeup: Kate Easterbrook
Grip: Dave Plank
English Quartette: Shoptimus Prime
French Quartette: Quartom