Canon - ‘Created Different’ (2025)
‘Created Different’ is a new pan-European campaign by VCCP, aimed at re-establishing Canon as the go-to brand for a new
Aleksander Barkov’s Stanley Cup celebration in Tampere, Finland, was a historic moment where two cultures met in an unprecedented way. Professional skateboarder Marius Syvänen performed the world’s first skateboard trick over the Stanley Cup, which quickly went viral and spread globally through NHL, Florida Panthers, ESPN, The Hockey News, and top skateboarding media.
The video became one of the most-watched NHL clips of the season, alongside the Stanley Cup-winning moment and the trophy’s arrival in the locker room. The iconic photograph of Barkov watching the trick is now displayed at the Hockey Hall of Fame in Toronto and the Sports Museum of Finland at the Olympic Stadium as part of Finnish sports history. It will also be featured on a Suomi–Finland postage stamp in spring 2025.
Credits: Agency: Studio Lauraéus, Helsinki, Finland Art Director, Photographer, Creative Director, Graphic Designer, Producer, Videographer: Ale Lauraéus Professional Skateboarder: Marius Syvänen Photographer: Keke Leppälä Hockey Hall of Fame Vice President, Curator/Keeper of the Cup: Phil Pritchard Florida Panthers Captain, Stanley Cup Champion: Aleksander Barkov International Sports Advisors Co., Inc.: Ilkka Larva, Director, Europe