(Toronto, ON) – RONA has unveiled a new national campaign created by Courage that celebrates Canada’s deep-rooted hockey culture while showcasing how the brand seamlessly integrates into the everyday lives of Canadians. The creative insight behind the work centers on fandom, passion, and the cultural codes of hockey—illustrating how RONA truly “speaks the language” of its audience.
“Hockey is more than a sport in Canada—it’s a part of our culture and our homes,” said Catherine Laporte, Chief Digital and Marketing Officer at RONA. “This campaign reflects our commitment to understanding what matters most to Canadians. By tapping into those shared passions, we’re able to connect with our customers in a meaningful and impactful way. It’s not just creative, it’s a declaration that we see and know Canadians.”
Anchored by a hero film and supported by a 360-degree campaign across out-of-home, radio, and social, the work highlights the intersection of hockey and home, laddering back to its brand platform, Build It Right. Build It RONA. At its heart is a playful and relatable portrayal of how Canadian families have always found ways to bring the game indoors.
“This campaign was directly inspired by my childhood,” said Jesse Wilks, Creative Director at Courage. “When my siblings and I were not playing hockey at various arenas across Ontario, we were playing it at home. The brief was all about RONA becoming a part of hockey culture, and this concept was literally the first one we wrote down. It was the perfect overlap of hockey and a place where RONA can authentically play a part.”
Shot on a rare, yet-to-be-named KODAK film stock originally developed for award-winning television series, Euphoria and never-before-used in commercial work, the spot balances authenticity with craft. The campaign pairs the iconic track “Love Hurts” with an understated but powerful visual approach.
“We wanted this piece to hit home with Canadians,” said Gerardo Agbuya, Creative Director at Courage. “So instead of stylized camera moves, the camera is essentially a fly on the wall, observing moments that only Canadians would recognize…”
The creative decision to lean on humor, cultural nuance, and nostalgic detail reflects RONA’s ambition to not only sponsor the sport but to become a part of the fabric of Canadian hockey life. By drawing on insights from childhood memories and fandom rituals, the campaign demonstrates how RONA can resonate with its audience on a deeply personal level—inside the home and far beyond.
The campaign launches nationally at the start of the season, with TV, OLV, OOH, Digital and Social.
