How do you promote a professional hockey team without showing players or a kick-ass Guns n’ Roses track over a highlight reel? By focusing on the fans. And not actors, models or people who buy a jersey just for the audition. Real fans — bartenders, steel workers, hockey moms, fire fighters and even a few Hell’s Angels— who have followed the Bruins since the day they were born. They’re not hard to find. Because in Boston, hockey isn’t just a sport. It’s a religion.
HONORS: CLIO | Emmy | One Show | Communication Arts: Advertising | Communication Arts: Photography | Graphis | PDN
HEADLINE: “In Boston, hockey is just a sport. The way Jesus is just a guy in sandals.”
HEADLINE: “And some people think wedding rings are a sign of commitment.”
HEADLINE: “Here, seasons have nothing to do with the weather.”
HEADLINE: Sometimes “I never miss a game” goes without saying.
HEADLINE: “In Boston, family albums take on a slightly different meaning.”
HEADLINE: “Here eye color, hair color and team colors are given at birth.”
HEADLINE: “Is it possible for heroes to have heroes?”
SOCIAL
In addition to broadcast, online video, print and OOH, we created a social campaign asking fans to show how the Bruins were In (their) blood. The response was overwhelming, with the campaign reaching over 17 million people and generating a 172% increase in brand engagement.
HOW’S THIS FOR AUDIENCE ENGAGEMENT?
We can honestly say this is the first time anyone has ever tattooed one of our taglines onto their body.
