In Boston, hockey is a religion.
RELEVANCE
Boston is a sports town. Actually, Boston is a hockey town. Which means putting out some boring “Ra-Ra, Go Team” message to get Bruins fans pumped for the season would go over about as well as a Canadiens jersey at the Garden. So rather than pandering to some of the most sophisticated fans in all of sports, we embraced their passion, and created one of the most iconic sports marketing campaigns in years.
MADE
TV, Print, Social
