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. Some fans even took the extreme step of permanently tattooing the campaign tagline on their bodies. How’s that for devotion?