This year the opening match of the Ice Hockey World Championships, between Team USA and host nation Germany, was a bizarre occurrence. First, because it was played in a football stadium, in front of a record attendance of 76'000, but also because the players warmed up using bright green pucks, instead of the traditional black ones, and that these were subsequently handed out to the fans in the stadium.
blue-infinity developed this campaign around two central slogans: Doping is NOT hOcKey, and Doping is Off-Side. Alongside the green pucks (green is the official WADA color) further materials included information flyers (in several languages and mostly directed at young players) and campaign flags.
The green pucks were subsequently adopted by the WADA to figure as prominent star visuals in their international campaign. This demonstrates how a color can be used to "brand" vital sports equipment in order to draw attention to issues such as the anti-doping campaign.
An official video was produced, featuring the legendary Wayne Gretzky and several other stars of the game holding up the green pucks, using the slogans, and inviting fans from around the globe to get their own green puck and spread the message that doping is NOT hOcKey!.