Game Plan 2035

All ice is home ice.

Problem

Glaciers and arctic ice are melting at a rapid speed, causing rising water levels on the east coast and more frequent wildfires on the west coast. 

National Geographic estimates that glaciers will me gone by 2035.

Objective

The NHL is looking to bring awareness to the effects of global warming and to showcase to the casual, ill-informed fan, how global warming will affect the teams that they love.

Idea

NHL will relocate and rebrand teams due to wildfires or rising sea levels in their area.

The new logos will take significant characteristics from their relocation and will also keep the same colours as their original hometown.

During NHL Green Week, teams will be playing in their new hometowns, in their new jerseys to support Game Plan 2035.

Green Week Game Tickets

Players in their rebranded jerseys during the Green Week Game

Limited-time apparel, made from Adidas X Parley, supporting Game Plan 2035

Creative Team: Luke ZegersCeleste Bizarro, Brylle Burcelango & Jen Schinkel