From rah-rah hockey fanfare
To a genuine love letter to Boston.
CHALLENGE
To say that the Boston Bruins, one of the NHL’s original hockey franchises, has a rabid fan base would be an understatement. In Boston, hockey is nothing short of a religion. So when the Bruins found themselves in a rare position, unsure if they would be making the playoffs, our communication needed to focus on more than just on-ice performance. In an up and down season, how could we still get fans to realize why they should still come out and support the team?
STRATEGY
Our insight was clear. Being a Bruins fan is woven into a New Englander’s DNA. Whether the team is hoisting the Cup or middling at the bottom of the standings, the love for the team extends far beyond the box scores. The team, and the sport — blue collar, hard working, no bullshit — represents the identity for the region and its people.
CREATIVE SOLUTION
We used the deeply-rooted history of Boston and its hockey culture and wrote what we’d call a love letter to the fans. The voice, poetic, raw and honest, with a twist of Boston cleverness juxtaposed with real, organic faces, stories, and images — using genuine people to convey a sense of raw authenticity. No actors. No casting. OOH and social brought the same tone and imagery forward in reflections on our collective love for the game, reminding Bruins fans why they love this team.
Shot amidst a rabid snow storm in Boston’s most historic neighborhoods, the film uses the weathered faces of Southie old timers, the sun-cracked patina of team bumper stickers, townie bar ephemera and a collection of epic tattoos to pay tribute to one of the greatest teams in professional sports– The Boston Bruins.
Collaborators
Stebs
Dave Salafia
Lost Planet
The Mill
Found Objects
