With only 2 Canadian teams in the tournament, the 2018 Stanley Cup Playoffs campaign focused on the fun and bandwagon appeal of the event itself. 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.

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Among the bevy of assets produced for this campaign were 6sec YouTube bumpers. This series of mini spots, won Silver - 2019 Telly Awards. Campaign-Promotional Online Commercials.