Bauer was launching a new line of hockey sticks amidst an election season, so we created an omnichannel campaign to play up the theme with a one-of-a-kind election of our own. We positioned pro hockey players as candidates running for a fictional Mayor of Boomtown role. It allowed us to showcase the humorous side of our players, making them more relatable to young hockey fans.

CAMPAIGN HIGHLIGHTED BY ADS OF THE WORLD

NHL fans are forced to endure a painful, empty, mind-numbing period of four months called “the offseason.” With no NHL games to watch, sheer insanity starts to set in. So when the season begins, it’s like Christmas 10 times over. We created this video to launch an NHL season, capturing that intense fervor. But who would play the part of the crazed fan in the script I wrote? Presenting yours truly, in my first acting performance. I’m still waiting for my Oscar.