And there it was – the Stanley Cup belonged to the Chicago Blackhawks. McDonald’s was eager to show its support, and a simple social post wouldn’t suffice—this called for something tangible. We placed real hockey sticks inside bus shelter-sized fry boxes and displayed hockey ice-smiles on billboards along the Blackhawks’ victory parade route.

The impact on celebrating fans was palpable. Media outlets like USA Today and ESPN also shared the excitement. To keep the spirit alive for future generations, we donated hockey sticks to Chicago youth charities.