Sustainability, without the lecture.
A sports-first platform that turned choosing aluminum into a fan behavior, built with Colorado Avalanche goaltender Scott Wedgewood and Denver Nuggets forward Christian Braun and deployed across Ball Arena, Altitude TV, and social.
Recycling doesn’t carry the charge of a game-winning goal.
Sustainability messaging rarely connects with a fanbase. “Recycle more” or “choose aluminum” doesn’t earn a fan’s attention on its own, and it asks people to act after consumption instead of influencing what they choose in the first place. So rather than lecture, Ball set out to entertain.
The goal: encourage fans to choose aluminum more in their everyday lives. Ball holds the naming rights to Ball Arena and partners with Kroenke Sports & Entertainment, a relationship that opens a door most brands can only envy: direct, authentic access to the athletes who define the building, deployed inside Ball Arena, across social, on Altitude TV, and through partner integrations.
One behavior. Two athletes.
Brand Revolution brought Aluminum Assists to life as a sports-first platform built around one simple behavior: choose aluminum. Instead of running a video at fans, Ball made content for them. Fans were rewarded for everyday choices, from grabbing a can at a bar to picking up a pack at the store to showing up to a game at Ball Arena.
On camera, Wedgewood does exactly what he does on the ice: he commands the building’s energy and points it somewhere. He rallies Avs fans, then redirects that roar toward everyday action, challenging them to bring the same intensity to recycling that they bring to game night. Denver Nuggets forward Christian Braun brought the same principle to his own spot. With only a 60-minute window per athlete, both concepts had to be simple, funny, and performance-driven: sustainability, without the lecture.
Avs fans bring incredible energy to Ball Arena. Now they can bring that same energy to recycling and sustainability.
Built for every fanbase.
Each spot got its own key art, built in team colors with a cast of can-and-bottle characters made to feel at home courtside and rinkside alike.
Not asking fans to recycle. Getting them to choose.
Aluminum Assists gave Ball a sharper, more ownable role in sports culture: not just the brand asking fans to recycle, but the brand turning aluminum choice into part of the game.
The campaign made circularity feel active, rewarding, and fan-driven. It connected Ball's sustainability mission to real-world behavior and gave the brand a flexible creative platform that could move from the arena bowl to broadcast, social, retail, and partner channels without losing the idea.
Ball didn’t just run a campaign. It created content that fans chose to spend time with, turning the trust between Scott Wedgewood and Avs fans into a force for something bigger than the game.
The platform is still moving. The next round is already in development.
