Once again, the odds weren’t in Canada’s favour, and heartbreak felt inevitable. We saw an opportunity for Tylenol to show up meaningfully by capturing that pain through the emptiness of the missing Stanley Cup, a powerful symbol of loss.

We brought the idea to life in Toronto, Winnipeg, Vancouver, and Edmonton, cities familiar with coming close. Timing our message with each team’s playoff elimination, we used social and outdoor media to pair the missing Cup with messages of resilience and hope, reminding fans that every heartbreak fuels the next fight for the Cup.