Jewelry box auction and PM get in on buzz for World Juniors

DDB Canada's got a jewelry box of a plan to attract young girls to hockey, while TSN's got the prime minister asking Canadians to watch the World Juniors.

DDB Canada and Toronto-based Rapp Collins are auctioning off a one-of-a-kind jewelry box on Ebay to raise awareness of hockey as a sport for young girls and money for Hockey Canada’s girl’s minor hockey initiatives. The bidding starts on December 26, during the 2008 World Junior Championships.

When the lid of the jewelry box is opened, a small female hockey player figurine twirls around to the music of ‘Charge!’ – the organ version played in hockey arenas. The base of the jewelry box is a hockey rink replica. The box is autographed by Hayley Wickenheiser, the MVP of Canada’s Olympic gold medal-winning hockey team. Nine others like it – but without the autograph – will be used to promote hockey to young girls throughout 2008.

DDB Canada’s previous work for Hockey Canada includes the ‘Relax it’s just a game’ campaign (2002-2004) and the ‘Hockey First’ campaign (2005-2006).

Meanwhile, TSN’s latest addition to its marketing campaign for the World Juniors is none other than prime minister Stephen Harper. The net will air two 15-second spots that feature the PM asking Canadians to join him in watching the 2008 IIHF World Junior Championship as Team Canada goes for a fourth straight gold medal. Click here for MiC‘s coverage of TSN’s massive marketing for the World Juniors – which air December 26 to January 5.

Eight of TSN’s Top 10 programs of all time are World Juniors telecasts, and 20 World Juniors broadcasts have cracked the one-million-viewer mark.