Advertising Campaign

Kubota x CHL Community Hero

Submitted ByUnderdog Studio Ltd.

KUBOTA X CHL COMMUNITY HERO (Advertising Campaign)

Entry: Kubota x CHL Community Hero

Category: Advertising Campaign

Client: Kubota Canada

Date of Implementation: September 29 – November 17, 2022



Kubota Canada, in partnership with the Canadian Hockey League (CHL) wanted a way to shed light, honour, and give back to Canadians making a difference in their local communities. Kubota Canada wanted to strengthen local bonds and showcase people who help and support their towns.



Underdog Studio Ltd. developed a fully integrated, 360 campaign around the Community Hero initiative. To enter, participants had to nominate a hero in their community (explaining how they make a difference) for a chance to win one of the 3 prizes. Altering the contest, we offered both a monetary donation of $20,000 to the winners charity of choice, in addition to a game night celebration and trip to the Kubota CHL Top Prospects game. Bringing the top three nominations to a public vote, we provided the two runner ups $5,000 to a charity of their choice and a game night celebration at their home arena.

Underdog Studio Ltd. leveraged both CHL teams and overall league, as well as Kubota Canada accounts to help spread awareness around the country about the initiative and garner support and nominations. Through the development + use of impactful content on social media channels, email strategy, contest landing page development, engagement of the public for voting rights, additional prizing, content generators, etc. – the campaign garnered:

  • 5.9M reach
  • 6.7K engagement
  • 190 nominations
  • 3,980 votes



Agency: Underdog Studio Ltd.

  • Brendan Weaver
  • Caryn Laliberte
  • Paulina Conforti
  • Emily Van Grootel
  • Jamie Ferrato


Client: Kubota Canada

  • Chad Mind
  • Catherine O’Brien
  • Emma Wahdani