Background

The Boston Bruins are one of the original NHL hockey teams, dating back to their inaugural season in 1924.

Challenge

The Bruins are known for many things. However, the perception is that the fans are largely a particular demographic. This is patently false, and we wanted to demonstrate that hockey and the Bruins' fan base are open to anyone, anywhere, at any time.

Solution

Coming up with the theme line "It's All of Us," which speaks to the inclusive and connected nature of one of the most passionate and storied fan bases in the National Hockey League, was a start. We then made spots of the fans, literally by the fans and starring the fans everyone around the rink knows. And, of course, no rally video would be complete without the chant that unites us all no matter where we are or what we're doing … Let's Go, Bruins!