Good Deeds Cup | 6th Hashtag Sports Awards

Good Deeds Cup

Momentum Worldwide

The 6th Annual Awards

Nominee ✨
  • Best Engagement for Good


In 2023, hockey was in crisis. Allegations of misconduct, sexual assault, and cover-ups sent shockwaves through the nation. So how could Chevrolet, one of hockey's biggest sponsors stand by a sport in turmoil, while demonstrating the enduring goodness of hockey's future?

The Chevrolet Good Deeds Cup put good back in the game by turning good into a competitive sport. They rallied Junior hockey teams to do as many good deeds as possible to Fill the Cup. The platform led to thousands of good deeds done and proved that hockey could be a force for GOOD again.


How does this represent “Excellence in Engagement”?

The Chevrolet Good Deeds Cup sets a new benchmark in fan engagement by reframing the role of sports sponsorship as a catalyst for social impact. By prioritizing values such as teamwork, respect, and giving back, the campaign inspires young athletes to become agents of positive change in their communities. The innovative format, collaborative storytelling, and emphasis on inclusivity pave the way for future initiatives that prioritize social responsibility alongside athletic excellence, driving industry-wide progress towards more meaningful fan engagement strategies.


The creation of the Chevrolet Good Deeds Cup stemmed from a recognition of the crisis facing hockey in 2023, marred by allegations of misconduct and cover-ups. The unique objective was to restore faith in the sport by showcasing its capacity for positive change. The initiative aimed to redefine the narrative surrounding hockey, highlighting its potential to foster community spirit, leadership, and altruism among young players. By encouraging minor hockey teams to engage in acts of kindness off the ice, Chevrolet sought to demonstrate that hockey could be a force for good, rebuilding its reputation and emphasizing its enduring values of teamwork and sportsmanship.

Strategy & Execution

Designed with the modern sports fan in mind, the Chevrolet Good Deeds Cup leveraged contemporary platforms and storytelling techniques to resonate with youth audiences. Through a dynamic comic-book-style film, directed by industry expert Amy Becker-Burnett, the campaign captured the imagination of young players, inspiring them to embrace the challenge of doing good deeds for their communities. Social media integration, influencer partnerships, and a competitive format encouraged widespread participation and engagement, fostering a sense of collective action and empowerment among participants.


  • Momentum Worldwide - Toronto
  • Chevrolet


James Robonson
Chief Creative Officer
Momentum Worldwide

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.