​Delivering on the brief's request to drive up Sportsnet's attribution with the NHL, we focused on the NHL Stars and Sportsnet's cross platform coverage to create hype for new season. We refreshed the approach to on-ice "power poses" with new energy, simplified the lines to camera for the athletes, and let their personalities shine through in their own unique performances.

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Humour, fresh graphics and a repetitive script, let's this campaign hammers home the idea that there is more NHL coverage "on Sportsnet!"

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The campaign was followed by the "Unpredictable" Playoff campaign, and then renewed in 2020-21 with a slightly different spin. Because of COVID-19, there was no NHL Player Media Tour which meant we could not capture new assets with the players. Instead, we had the SN Talent deliver the catchphrase "It's On!". This reiterated our mission to drive attribution for Sportsnet with the NHL, but it also capitalized on the unique opportunity to drive interest in the All-Canadian division where deep seeded rivalries would be showcased regularly. The phrase was simple, repetitive and competitive in nature, which gave our talent something to play with on air and on social as they chirped and trolled each other. 

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