Hockey Home of Goals Campaign

Anomaly, the agency of record for Budweiser Canada, engaged Black Box Productions to line produce the grand finale of their Home of Goals campaign in St-Jerome. The campaign launched with a Super Bowl commercial featuring former NHL hockey player Mike Bossy and employees of Soucy Baron — the company responsible for moulding the rubber used to make NHL pucks.

After the Super Bowl launch, blank pucks were sent across the country for famous Canadians and hockey fans to sign and send their thanks to Soucy Baron and the town of St-Jerome. The pucks were collected and fabricated into a 9-foot-high sign announcing St-Jerome as the "Ville des Buts" — City of Goals. The Mayor of St-Jerome liked the slogan so much, he adopted it as the town's official tagline.

On the Ground in St-Jerome

The Black Box team was on-site to capture the event with multiple HD cameras, including jib and slider shots, sound crew, and art department. The reveal of the enormous puck monument — built from thousands of signed pucks representing hockey fans from coast to coast — was a genuinely moving moment, and our job was to be ready for every angle.

This was a classic example of a campaign with deep emotional architecture: a brand story that began at the Super Bowl and ended in a small Quebec town, honouring the workers whose craft makes the game possible. Capturing that finale required a team that understood both the logistical demands of a multi-camera event shoot and the storytelling instincts to find the human moments within it.

The Home of Goals campaign was one of the most talked-about pieces of branded content in Canada that year — a campaign that connected a global beer brand to the authentic culture of hockey at its most local and personal.