Timed to coincide with CBC’s Hockey Day in Canada on Feb. 9, Toronto-based EcoMedia Direct unveiled a hockey-themed SilverBox recycling bin at the corner of Front and John Streets in downtown Toronto.

The bin features two pieces by Canadian artist Les Tait, known for his depictions of classic hockey scenes. All creative and media were done in-house.

‘It was a good opportunity for us to bring out another theme,’ says Erich Genseberger, CEO of EcoMedia Direct, who adds that the tie-in with Hockey Day was serendipity. ‘Everything played together nicely. Les [Tait] was kind enough to participate, Hockey Day in Canada was coming up, so we took the opportunity.’

Genseberger says the wrap will remain in place indefinitely, and that he hopes to expand the sports theme. ‘Our target for the entire program is to roll out at least 200 bins this year. It could go from hockey to golf and other sports.’

Past EcoMedia wrap series have featured up-and-coming artists and photographers, and Genseberger hopes the sports theme will help the company’s sponsor – Vaughan, Ont.-based auto parts manufacturer Martinrea International – reach out to a new audience and beautify the streets at the same time.

‘There’s a lot of criticism of the outdoor advertising industry,’ he notes. ‘These bins expose nice pieces of art, which people like to look at – and by doing so, the branding will become recognizable. I think we’ve found a way to give a strong branding message without being intrusive.’