Did you know that ice hockey is the second most popular sport in Slovakia? It’s certainly the most watched in the country (after football), where supermarket chain Kaufland is a long-term sponsor. But the brand faces competition from rival sponsors who want to get their names on screen. How to break through the clutter? The answer: injury time. Hockey is a contact sport, and sometimes the “contact” leaves players on the bench tending to their wounds. The agency This Is Locco saw bruises as an opportunities, with an ice pack – the time-honoured method for reducing swelling – that looks exactly like a pack of frozen vegetables from Kaufland. A cool way to say that the store is there through good times and bad. The idea has struck quite a few awards juries too, reaping a number of prizes.