Indigenous Peoples Night

Maple Leafs

Awareness

DE&I

Cultural Relevance

CSR

Drive to Retail

IP Usage

Custom Content

Organic Social

Broadcast-Visible

In-Venue Activation

To celebrate Indigenous heritage represented across Canada, the Toronto Maple Leafs partnered with Mastercard to bring to life a first-of-its-kind Indigenous Celebration Game. The night embedded Indigenous culture, creators, and small businesses directly into the live fan experience, driving emotional connection, tangible economic impact, and measurable business results from fan engagement.

THE PROBLEM

Mastercard wanted to bring awareness to its initiatives that support the Indigenous communities

THE ASK

Create a storytelling platform that builds awareness for Indigenous artists and small business owners while driving fans to purchase.

CREATIVE INSIGHT

A cultural celebration becomes more meaningful when it creates a tangible way for fans to participate and direct their support.

THE IDEA

Indigenous Game Changers: Theme night and content series to celebrate Indigenous artists & entrepreneurs, featuring a pop-up at Scotiabank Arena for fans to buy from Indigenous peoples.