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Czech sledge hockey players star in alter ego campaign
Czech ice sledge hockey players are being featured in a national campaign leading up to Sochi 2014, in which they represent their alter egos across media and billboards. 07 Nov 2013
Czech goaltender Libor Hulin takes to the net during the International Ice Sledge Hockey "4 Nations" Tournament in Sochi, Russia.
The Czech Republic’s ice sledge hockey team finished in fifth place at the Vancouver 2010 Paralympic, and more recently took fourth place at the 2013 IPC Ice Sledge Hockey World Championships A-Pool.
Six players representing the Czech Republic’s ice sledge hockey team at the Sochi 2014 Paralympic Winter Games are taking part in an alter-ego campaign across Czech television networks, national newspapers and billboards.
The campaign, which embraces the message “I am the one, who I on the ice become,” is in co-operation with the commercial agency Mark/BBDO and will showcase the athletes’ personalities, or alter-egos, on the ice.
All six players had photos of their alter-egos tattooed on their shoulders.
Captain Zdenek Safranek is being displayed as the Spartan leader, while forwards Jiri Raul and Zdenek Krupicka are embracing the alter-egos of a panther and a remora fish, respectively.
Defencemen Jiri Berger and Mirsolav Hrbek have been likened to a shark and a Spartan warrior, and goaltender Libor Hulin as a cobra.
The team has also recruited photographer Marek Musil, international film director John Doe and talented artist Josef Lepsa to work on their campaign in the Czech Republic.
The Czech Republic’s ice sledge hockey team finished in fifth place at the Vancouver 2010 Paralympic, and more recently took fourth place at the 2013 IPC Ice Sledge Hockey World Championships A-Pool.