Jersey-clad Zipcars zooming around Vancouver

OK, the cars aren't actually sporting Vancouver Canucks uniforms. But there's nothing unreal about the money the effort is raising for kids.

Last week specially wrapped Zipcars hit the streets of Vancouver – all gussied up in replicas of the new Canucks jersey, which until then had been top secret.

The promo was designed by Grey Vancouver to achieve a triple payoff: brand exposure for Zipcar, fan excitement for the Vancouver Canucks hockey team and money for the Canucks for Kids Fund. The fund has raised more than $23 million for children’s health and grassroots hockey leagues throughout BC over the past two decades.

The wrapped vehicles – autographed by Canucks players including Markus Naslund, Roberto Luongo and Willie Mitchell (pictured) – will be parked throughout downtown Vancouver for the next year. Anyone interested in driving them can do so by signing up for a Zipcar membership. For every hour the Canucks-wrapped Zipcars are on the road over the next year, the company will donate a portion of the fee to the children’s fund.

‘We know how passionate Canucks fans are about their team,’ explains Zipcar marketing manager AnnMarie MacKinnon. ‘We wanted to harness that passion to give back to the community.’

To publicize the initiative, 15-second PSAs (produced by the Canucks) will be shown during games on the above-ice screen and on Canucks TV (Sportsnet). Information on the program will also appear on the Canucks website and in flyers.