Patrice Pollack
SVP, Executive Creative Director
We turned small acts of good into a game-changer for hockey culture.
The Good Deeds Cup has always been about inspiring young hockey players to take the values they learn on the ice and apply them in their communities. But in our seventh season, we realized that impact isn’t just about the biggest gesture—it’s about the collective power of many. By shifting the focus from the “best” good deed to the sheer number of good deeds submitted, we transformed the program into a celebration of every act of good, proving that even the smallest actions can change the game.
