Kraft Hockeyville 2015

The NHL approached us to create thank you gifts for the first Kraft Hockeyville game to take place in the United States. Kraft had been underwriting an annual competition in Canada for nine years, whereby communities compete to demonstrate their commitment to the sport of ice hockey. The winning community gets a cash prize dedicated to upgrading their facility. Cambria County War Memorial Arena in Johnstown, PA won the 2015 USA competition, which included $150,000 for arena upgrades. The rink's "claim to fame" is that is was the film location for the 1977 movie Slap Shot.
CAMBRIA ARENA PLEXI WALL FRAMES

As the plexiglass was part of the renovation, the NHL asked Tokens to somehow incorporate it into the gift design. We came up with a frame which incorporated a photograph from the preseason game between the Penguins and Lightning held at the arena. The photo is set behind the game used plexiglass and the aluminum sides mimic the stanchions at the rink.

The frame was gift packaged and included two intricate, laser-cut Christmas ornaments also from the Cambria plexi.

 

STORY CARD

 

KRAFT HEINZ WALL INSTALLATION

Further, the NHL saved the Kraft Heinz graphic from the game, and unbeknownst to us, rather than painting the graphic midway though sprayed ice, the current method is to set printed fabric in the ice:

Fabric signage in the Tokens office

 

Tokens transformed the fabric signage into a wall installation that now hangs at Kraft Heinz headquarters in Chicago. Again, the actual retired plexiglass was used for the frame like the gifts above.

 

Detail

 

Completed work - 16 feet long