All for the Cup

Rogers Creative for Sportsnet, 2018

With only 2 Canadian teams in the tournament, the 2018 Stanley Cup Playoffs campaign focused on the fun and bandwagon appeal of the event. The bizarre rituals, city specific traditions, superstitions and the physical sacrifice players put themselves through were all highlighted to drive viewership and super fan love.

The campaign included three broadcast spots to kickoff the tournament, a series of Youtube bumpers, epic round-by-round summary spots (including a summary of the FInal) as well as radio and social executions.