FCB Montreal

Brand: Intuit QuickBooks

Year: 2024

To celebrate its first-ever partnership with the NHL and NHLPA, Intuit QuickBooks launched a national campaign highlighting the shared mindset between small business owners and elite hockey players.

The campaign showcased how QuickBooks empowers entrepreneurs to build success in a modern, innovative way — drawing parallels between their drive and the mentality of NHL stars William Nylander, Cale Makar, Nick Suzuki, and Mike Matheson, with guaranteed player engagement through the NHLPA partnership.

In hockey, “built differently” describes the best of the best — and the same holds true for small business owners. Beyond TV and online ads, FCB Montréal and Alma Miami developed social content that used hockey culture to celebrate the grit and creativity behind Canada’s small businesses.

For the first time, Intuit featured real Canadian small business clients — a point of pride for the brand, whose core value is customer passion. Their courage, determination, and “built differently” mindset make them true superstars on and off the screen.

Online ads were made “shoppable,” linking directly to the entrepreneurs’ websites, with a display phase to roll out during the winter season.