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BRUINS WINTER CLASSIC

SWEATER CAMPAIGN Creative Review, Round No. 1 // August 7, 2018

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OBJECTIVE –– Drive sales of the 2019 Winter Classic Sweater through the Boston Pro Shop –– Create general buzz and excitement for Winter Classic Game

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W H AT W E K NOW –– Bruins had a successful 2017-18 season and are expected to do well this season –– The Bruins fanbase is different than other teams - They’re an army, an exclusive club, and genuine, sports-loving individuals –– A sweater is so much more than just a sweater to its fans

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TARGE T – WHY? Passionate fans who are considering buying the sweater for themselves or another person – Aware of the Winter Classic Game, may not attend but will definitely watch – Weary of the price – Might want to give the sweater as a gift - possibly to their children or young relatives


OCT KICK OFF SWEATER CAMPAIGN

10

TEASER PROMOTIONS OCT

25

PROJECTED WINTER CLASSIC TIMELINE

UNVEIL SWEATER PREORDER PROMOTIONS

NOV

10

SWEATER IN RETAIL STORES HOME GAME PROMOTIONS

NOV

23

BLACK FRIDAY HOLIDAY PROMOTIONS

JAN

01

WINTER CLASSIC GAME


CAMPAIGN CONCEPT The sweater makes the fan.

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LOOK 1

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LOOK 1 We want to capture that same Boston grit that’s made fans excited and tugged at their heartstrings in previous campaigns, but tailored to drive sales. By immitating the visual tone and encapsulating the idea of “In Our Blood,” the Winter Classic campaign will have a familiar feeling in being “on brand.” Fans will recognize and resonate with this look.


TRADITIONAL ADVERTISEMENTS

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POSTERS – Posters to be displayed in and around TD garden – Flyer option

Shop the Boston Proshop for all your Winter Classic needs.


POSTERS – Posters to be displayed in and around TD garden – Flyer option

Shop the Boston Proshop for all your Winter Classic needs.


POSTERS – Posters to be displayed in and around TD garden – Flyer option

Shop the Boston Proshop for all your Winter Classic needs.


TD TAKEOVER Jumbotron and ribbons – Intermission holiday shopping made easy. Boston Proshop. – “Looking to knock out holiday shopping in 18 minutes? Head to the Boston Proshop located on Level 2 to get Bruins gear for your whole crew.” Large TD Garden LED – Dress like you were there. Even if you weren’t. TD Pillars – Bragging rights sewn in – Dress like you were there. Even if you weren’t.


SOCIAL

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FACEBOOK & TWITTER Example Facebook & Twitter post – Dress like you were there. Even if you weren’t. – Let’s hope your office has casual January. – Finally, a sweater worthy of the family christmas card


INSTAGR AM – Shop now button drives sales – Copy on image


INSTAGR AM – Scroll through to see detail in jersey


LOOK 2

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LOOK 2 This look would be a slightly different aesthetic route for the Bruins. The feeling of it will be bold and straight forward, much like the attitude of Bruins hockey fans. Taking inspiration from the flat colors of the logo, this look plays on the recognizable colors of the Bruins, a grunge texture as a reminder of grit, and different uses of graphics and isolated photography.


TRADITIONAL ADVERTISEMENTS

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POSTERS – Posters to be displayed in and around TD garden – Flyer option


POSTERS – Posters to be displayed in and around TD garden – Flyer option


POSTERS – Posters to be displayed in and around TD garden – Flyer option


POSTERS – Posters to be displayed in and around TD garden – Flyer option


TD TAKEOVER Jumbotron and ribbons – Intermission holiday shopping made easy. Boston Proshop. – “Looking to knock out holiday shopping in 18 minutes? Head to the Boston Proshop located on Level 2 to get Bruins gear for your whole crew.” Large TD Garden LED – Bragging rights sewn in. TD Pillars – Bragging rights sewn in – Let’s hope your office has a casual January.


SOCIAL

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FACEBOOK Example Facebook post – The easiest way to get bragging rights without having to play for the team. – We suggest getting it a few sizes bigger so you can wear it over your coat. – Buying it for yourself still counts as a gift as long as you wrap it.


TWITTER Example Tweet – Dress like you were there. Even if you weren’t. – The most proud you’ll ever be pretending to go to indiana.


INSTAGR AM Example Instagram ยบ Bragging rights sewn in. Click to preorder your Winter Classic Jersey today.


INSTAGR AM – Scroll through to see detail in jersey – Same as Look 1 – Caption: The 2019 Winter Classic Sweater is here. Finally get an outfit Grandma can’t criticize. Preorder today!


HOLIDAY SOCIAL

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HOLIDAY INSTAGR AM – Scroll through – Caption: Whether you’re headed to the Winter Classic or your family’s house, we’ve got you covered with our packing guide.

PAJAMA SHIRT

WINTER HAT

SNOW COAT


VIDEO

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Bruins Winter Classic Jersey · TV :30

Campaign Name

CONSIDER ATIONS

MEET THE DIEHARDS Bruins Winter Classic Sweater TV - (:30)

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut Open on a close up of Wagner, Halak, and Moore, the three most recently added players, labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrudsitting exercitation close togetherullamco and are clearly nervous. laboris nisi ut aliquip ex ea commodo consequat. Cut to a classic 90s den, wood paneling walls with unfortunate carpeting. Grandma and Little Tony, wearing the WC sweater, size up the players and stand with their arms crossed. A jack russell in a dog-sized WC sweater off to the corner stares at the players as well. Wagner, Halak, and Moore, in full home-game uniform, sit squished on plastic wrapped couch.

–– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed

GRANDMA: WHO played with frostbite in ‘26?

HALAK: (mumbling) –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod temporEddie Shore incididunt ut labore et dolore magna GRANDMA scoffs LITTLE TONY: and WHAT year did they win their 5th cup? -beat-

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Bruins Winter Classic Jersey · TV :60

Campaign Name

CONSIDER ATIONS

MEET THE DIE H A R DS (con t) LITTLE TONY turns book lamp, WHAT YEAR

WAGNER, HALAK, AND MOORE: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut 1972 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrudGRANDMA: exercitation Alright,ullamco I guess they can have it. What do ya think Lil’ Tony? laboris nisi ut aliquip ex ea commodo consequat. Little Tony nods

–– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor Grandma throws three 2019 winter classic sweaters to the players. incididunt The jack russell wearing a dog-sized WC sweater growls. –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed

Fade to black

GRANDMA: (sweetly) Alright, now come get some cookies –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor Winter Classic logo fades onto the screen incididunt ut labore et dolore magna VO: Winter Classic Sweaters need to be earned. Think you’re worthy? Order yours from the Proshop today.

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PR STUNT

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THE BIGGER BADDER SWEATER REVEAL

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Phase 1

BUILD A DOOMSDAY CLOCK 14 days before release

Place a mannequin in a box “wearing the sweater” with a black Bruins sheet over it. Amp up the mannequins presence with corny social media posts.


Phase 2

STRIKE MIDNIGHT 10 days before release

BRUINS WINTER CLASSIC PROTOTYPE SWEATER STOLEN FROM TD GARDEN BOSTON, MA. Last night, between the hours and 12am and 2am the 2019 Winter Classic Prototype was stolen from the TD Garden. The CCTV footage was deleted by the culprit at 2:05am. The BPD and the Bruins have few leads and are offering season tickets as a reward for any information leading to the recovery of the prototype.


Phase 2 - Strike Midnight

AD IN GLOBE 10 days before release

Place an ad in the Boston Globe asking for any information involving the theft and providing a tipline. The Bruins will also post the tipline on their social media.


Phase 2 - Strike Midnight

TIPLINE SCRIPT Tipline audio: VO is an exasperated naisely secretary. VO: Hi you’ve reached the Boston Bruins Winter Classic Sweater Tip Line, All of our phones are currently busy, please hold. Elevator music plays softly. The phone clicks on VO: (starts strong and slowly fades away) Thank you for calling the Boston Bruins Winter Classic Sweater Tip Line… Is there any information you can... Thud of phone on the floor. Hear a light growl in the background. The line hangs up.


Phase 3

CLOSING IN 7 days before release

Hold a Facebook Live press conference where we offer up a physical and psychological description of the thief.

“We are looking for what we believe to be a man, in his 30s, with intimate knowledge of TD. Based on the crime scene, we believe he is at least 6’4. He could have publicized his status as a diehard Bruins fan in the past but has recently gotten very quiet about the subject. If this sounds like anyone you know, please reach out to us at our tipline. 1-800-SVE-SWTR”


Phase 3 - Closing In

SOCIAL 7 days before release

Post on Craigslist about selling the sweater. Create Instagram and Twitter accounts for the sweater thief for fans to find and interact with organically.


Bruins Winter Classic Sweater Reveal · TV :30

Campaign Name

CONSIDER ATIONS

BIGGER BADDER REVEAL Open on clips of the news coverage of the sweater theft. Feature headlines and internet commentators weighing in on the crime. Cut to LIVE newscast.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut NEWSCASTER: The Bruins Winter Classic Task Force has located the labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrudmissing exercitation ullamco sweater and apprehended the suspect. I repeat we have located the missing sweater prototype. We have footage of the capture made earlier laboris nisi ut aliquip ex ea commodo consequat. today.

–– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod Cut to shakytempor footage coming from a hand held camera. Its nighttime and we get a dark view of a Italiante style home. The cameraman follows group of restless police up the incididunt front stairs. –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed

POLICE:

(banging loudly) Open up, it’s the police

The police bust the door down. Traveling through the living area and dining room to a –– Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor narrow hallway in the back of the house. The camera work is shaking and hard to see. incididunt ut labore et dolore magna At the end of the hallway, a cracked door leaks a tiny beam of light. The police bust through the door.

The bruins bear sits, in the winter classic sweater, eating popcorn. The bear deadpans at the camera, drops popcorn, and runs at camera growling. The footage cuts to black. TEXT:

BIGGER. BADDER. BEAR.

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THANKS +

Boston Bruins Winter Classics  
Boston Bruins Winter Classics  
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