Bauer was launching a new line of hockey sticks amidst an election season, so we created an omnichannel campaign to play up the theme with a one-of-a-kind election of our own. We positioned pro hockey players as candidates running for a fictional Mayor of Boomtown role. It allowed us to showcase the humorous side of our players, making them more relatable to young hockey fans.
CAMPAIGN HIGHLIGHTED BY ADS OF THE WORLD