It Happens on PS5

Maple Leafs

Innovation

Consideration

Engagement

Drive to Retail

IP Usage

In-Venue Activation

Organic Social

Custom Content

Contest

To bring PlayStation’s global It Happens on PS5 platform into the world of hockey, the Maple Leafs partnered with PlayStation to develop a campaign built around Max Domi and the launch of #NHL26. The centerpiece was a hero video that blurred the line between real on-ice action and PS5 gameplay effects. Leveraging social content and a contest, we invited Leafs fans to share their wildest PS5 gameplay moments for a chance to win the ultimate Leafs game day experience.

THE PROBLEM

PlayStation struggled to make its global platform feel authentic and relevant within the hockey community.

THE ASK

Adapt PlayStation’s global creative platform into a Leafs-specific campaign featuring Max Domi to showcase NHL 26 and drive fan participation through #ItHappensOnPS5.

CREATIVE INSIGHT

The moments that stay with fans are the ones that feel almost impossible. Those flashes of disbelief are what drive adrenaline and obsession to revisit the biggest plays of the game.

THE IDEA

#ItHappensonPS5: A fan-facing social contest, inviting Leafs fans to post their wildest gameplay moments with #ItHappensOnPS5 and tag @PlayStationCA and @MapleLeafs for a chance to win a Leafs x PlayStation prize pack.

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The
Results

THE Results

TOTAL IMPRESSIONS (+140% on 1.45M bench)

3.48M

TOTAL VIDEO VIEWs (+213% on bench)

598K