AGENCY

Momentum Worldwide - 2025

SKILLS

Messaging strategy, copywriting

SUMMARY

Suncor, Canada’s largest energy company, had spent years battling safety lapses and environmental criticism. Under new leadership, it set out to rebuild public trust. Partnering with The Calgary Flames, Suncor asked us to craft a sponsorship strategy that would reignite pride among employees and reflect its renewed image.

I built the strategy around a simple truth: Suncor’s comeback mirrored that of The Flames and of Canada and Calgary themselves. The country was rediscovering its national pride amid trade tensions with the U.S. while Calgary’s downtown was reawakening with a new arena and renewed spirit. We tapped into this shared sense of resilience, grit, and unity: the essence of Canadian hockey and the ‘C of Red’.

Enter: Hometown Energy, a call-to-arms for Calgarians and Suncor employees to rally around during comeback moments in-game, away games when the team needs Calgary determination and Suncor company wins both on-site and away.