Hockey Canada - because nothing else matters

Reginald Pike directors Mark Gilbert, Lena Beug and Yael Staav have just created a campaign for Hockey Canada which shows us what really matters in life - hockey! It matters more than....

(is it ok to admit that ad really got to me? I'm such a sap!)

It matters more than fresh air!

But most of all, real fans stay fans all through their lives, no matter what. This ad should get an award of some sort.