The 2016-17 broadcast campaign for the Stanley Cup Playoffs told the story of the most difficult trophy in sports to win. The players that make it happen, the moments that changed the tide and the reason they play their hearts out. We wanted to capture the child-like emotion that professional players still have for the Stanley Cup trophy itself. As Brian Trottier said, "Wow! They're going to put my name on this thing. " 

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This campaign highlighted the great moments and the characters who bring them to life; the Snipers, Goalies and Grinders.