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From Kenya to Canada: The Story of Kenya’s Only Ice Hockey Team



In Kenya, there is only one ice hockey team, and they have nobody to play against. Every Wednesday and Sunday, the Kenya Ice Lions take to the first-ever ice rink in East and Central Africa: a 1,400-square-metre rink at the Panari Sky Center Hotel in Nairobi, Kenya. Located next to Nairobi National Park, is where the Ice Lions take to the rink and play the game they love.

In Canada, it is sometimes taken for granted that Canadians can always find someone to grab a stick, find some ice and play a game. Tim Hortons heard the story about the Kenya Ice Lions and decided to share our love of the game by bringing them to the birthplace of hockey.

“In Canada - and as a company - Hockey is part of our DNA,” says Jorge Zaidan, Head of Marketing, Tim Hortons Canada. “We are so inspired by the story of the Lions. Despite having no other teams to play against, the players on the Kenya Ice Lions’ passion for the game is unwavering. Their shared passion and love of the game knows no borders.”

Moved by their love for Canada’s favourite sport, Tim Hortons flew 12 members of the senior Ice Lions team to Canada to have the opportunity to finally play their first game ever against another team. After dressing in brand new CCM hockey equipment and personalized jerseys, they discovered they were in for an even bigger surprise: hockey superstars Sidney Crosby and Nathan MacKinnon were joining them on the ice as teammates.

“I was honoured to be able to join the Ice Lions as they played their first game against another team,” said Sidney Crosby, captain of the NHL’s Pittsburgh Penguins. “One of the things I love about hockey is how it’s able to reach so many people from so many countries around the world and bring them together.”

“While we played alongside the Ice Lions for their first game, we know it won’t be their last,” said Colorado Avalanche star, Nathan MacKinnon. “The team’s genuine passion and excitement for hockey is contagious – they were amazing teammates and it was great to play with them.”

“It is a dream to not only have the chance to play in Canada, but to play – for the first time – in full gear alongside two of the greatest players of the game,” says Benard Azegere, captain of the Kenya Ice Lions.“ When we first started playing in Kenya, we didn’t even have full equipment, but now not only do we have that, we can say we’ve played a real game with some All-Star teammates.”

Tim Hortons made a donation to Kenya’s Youth Hockey League to help ensure that the Ice Lions’ passion for the sport lives on for the next generation. To see the full video of the Kenya Ice Lions hockey game with Sidney Crosby and Nathan MacKinnon, please visit https://youtu.be/CqYfhY5gVl8.

About TIM HORTONS
Tim Hortons, part of Restaurant Brands International, is one of North America's largest restaurant chains operating in the quick service segment. Founded as a single location in Canada in 1964, Tim Hortons appeals to a broad range of guest tastes, with a menu that includes premium coffee, hot and cold specialty drinks (including lattes, cappuccinos and espresso shots), specialty teas and fruit smoothies, fresh baked goods, grilled Panini and classic sandwiches, wraps, soups, prepared foods and other food products. Tim Hortons has more than 4,700 system wide restaurants located in Canada, the United States and around the world. More information about the company is available at timhortons.com

NHL and NHL team marks are the property of the NHL and its teams. © NHL 2018. All Rights Reserved.

CREDITS:
Agency: Zulu Alpha Kilo
Client (Company): Tim Hortons
Chief Creative Officer: Zak Mroueh
Creative Director: Gerald Kugler, Rodger Eyre

Art Director: Michael Siegers
Writer: Jonah Flynn
Agency Producer: Revital Grunberg, Jennifer Gillespie, Kevin Corvetti

Account Team: Hilary Roberts, Mike Johnson, Kayla MacDonald
Planning Team: Tim Hopkins, Sean Bell
Clients: Ricardo Azevedo, Jorge Zaidan, Jana Goodbaum, Paloma Azulay, Jordan Mascarenhas, Kevin Albert, Jane Almeida, Chris Wakefield,

Marketing Consultant: Rob Forbes (Forbes Sports Marketing)

Media Agency: UM
Media Agency Planners: Scott Dane, Alana Paterson, Ben Seaton, Nicole Matalik

PR Agency: North Strategic / Citizen PR
PR Agency Planners: Amy Shanfield, Sarah McConnell / Angie Lamana, Sean Citrigno, Ciara O’Riordan

French Partner Agency: The French Shop

Production House: Artifact NonFiction, Zulubot
Director: David Grabias

Production House Producer: Bryce Brentlinger
Executive Producer: Anne Edgar
Director of Photography: John Minh Tran
Second Camera: Scott Burton, Chris Goll
Segment Producer: Courtney Dickson
Kenya Producer: Anita Kasera
Sound: Alex Chege, Nick Davey
First AD: Soctt Weatherall

Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker

Assistant Editor: Jessie Posthumus
Post Production: Alter Ego

Compositor / Online / Senior VFX Artist: David Whiteson
Colourist/Transfer: Eric Whipp

Post Producers: Julie Neff, Hilda Pereira
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Adam Damelin

Music Composers: Adam Damelin / Iain Gardner
Producer: Nicola Treadgold
Engineer: Nathan Handy

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However, the name "Uncornered" has drawn national attention to College Bound Dorchester’s first- in-the-nation 'corner-to-college' solution that pays gang members $400 per week to go to college, get a degree, stay in the community, earn a living wage, and become positive (rather than negative) role models in Boston’s most violent streets.

PJA brought this branding to life with the Uncornered Photo Documentary Exhibit, which was on display on Boston Common this past summer and is expected to move to Boston’s City Hall and the University of Massachusetts / Boston later this year.

It paired striking photos of famous and unknown people by Boston photographer John Huet with stories about a time when participants found themselves cornered by racism, a traumatic event, or low expectations and what happened to get them to turn things around and become ‘uncornered’.

Uncornered Students Share Their Stories


Brittany Baldwin, Boston Uncornered Student 
After months of neglecting my health and abusing drugs and alcohol I caught pneumonia and fell into a coma. Within six months of coming out, I lost two of the most important people in my life, my boyfriend and my mother. Losing them was my Uncornered moment. When you lose everything you love, you have to find something to fight for. So I fight for my children who keep me grounded.

Alex Diaz, Boston Uncornered Student
I didn’t care if I lived or died. I went to prison and missed the birth of my first-born daughter. When I got, out, I promised to never miss another day of her life. My daughter saved me from myself, my daughter UNCORNERED me.

Quaknesha Garvin Johnson, Boston Uncornered Student 
I grew up seeing my family members and friends being incarcerated and not understanding why. By my second arrest I was facing 20 years and had almost given up, until I heard the quote “Be the change you wish to see in the world.” That began my UNCORNERED journey.

Mark Culliton, Founder and CEO, College Bound Dorchester
I was living in San Francisco, lost and had forgotten who I was. My father got very sick and I came back to be with him. In those last months together he reminded me of who I was and all that was possible. His path to dying UNCORNERED me.


ABOUT COLLEGE BOUND DORCHESTER
Founded in 2009, College Bound Dorchester is a Boston nonprofit using education to end systemic generational urban poverty and violence through its Uncornered solution to quip young people with the attitude, skills and experience to graduate from college, focusing on engaging gang-involved youth to become positive leaders in their community.

ABOUT PJA
PJA is a $75 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: GE Healthcare, PAREXEL, Patheon, Molecular Health, Xylem, and Aprecia. For more information, visit agencypja.com.


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