Coca-Cola is celebrating one of Canada’s greatest national passions: hockey. With its new campaign “Fan Work is Thirsty Work,” the brand pays tribute to the energy, loyalty, and determination of the country’s most devoted fans—while showcasing the refreshing taste of Coca-Cola Original Taste and Coca-Cola Zero Sugar.
Developed by WPP Open X and led by TAXI Montreal, the campaign was produced entirely in Canada with an all-local team. The centerpiece film, titled “The Wave,” was directed by acclaimed Canadian filmmaker Ivan Grbovic, known for his visually rich and emotionally grounded storytelling.
A Tribute to Hockey’s Most Passionate Fans
In the TV spot, Coca-Cola captures the very essence of Canadian hockey culture through the story of a lone fan’s determination to start “the wave” in a packed arena. His enthusiasm ignites the crowd, uniting thousands of fans just in time to celebrate a game-winning goal. It’s a vibrant portrayal of how passion, community, and an ice-cold Coca-Cola come together to make every victory even sweeter.
An Immersive Experience Across Canada
Beyond the commercial, Coca-Cola is engaging directly with fans through a series of in-stadium and outdoor activations in key hockey cities such as Toronto, Montreal, Calgary, Winnipeg, and Ottawa. Visitors can personalize their own Coca-Cola cans with their faces printed on them or test their luck at the Fan Grab Machine, where they can win exclusive prizes such as Coca-Cola Zero Sugar and Montreal Canadiens merchandise.
Regional Ads Tailored to Each Fandom
To deepen the connection with fans, Coca-Cola has also created custom regional ads featuring iconic Canadian hockey teams—the Calgary Flames, Winnipeg Jets, Montreal Canadiens, Toronto Maple Leafs, and Ottawa Senators. Each ad incorporates unique references that celebrate the spirit and identity of its respective fanbase.
Meanwhile, an online contest gives fans across the country a chance to win personalized merchandise, gift cards, and the ultimate “Fan Cave” — a dream setup complete with a TV, home theatre system, gaming console, and air hockey table.
A Celebration of Canadian Spirit
Through this campaign, Coca-Cola reinforces its deep cultural bond with Canada by celebrating what unites millions of fans across the country: their shared love for hockey. Combining emotion, creativity, and national pride, the brand delivers a heartfelt salute to the fans who turn every game into a collective celebration.
