The Boston Bruins celebrated the start of the 2022/23 NHL Playoffs with a hype campaign called ‘It’s Time’ conceived by independent creative agency GYK Antler and Big Brick Productions.
The campaign, which aims to ‘pump up the excitement for Spring hockey on Causeway Street’, was led by a 60-second television commercial ‘It’s Time’, the campaign spanned TV, in-arena jumbotrons, digital and social platforms and rolled out on 17 April immediately prior to the Bruins first Playoff game in its home TD Garden stadium and will run while the team remains in the running fro the Stanley Cup.
The spearhead spot and its cut-downs were further backed by additional online 2023 Playoffs videos including ‘Something Special’ and ‘I Been Ready’.
According to the team and the agency, as the season progressed ‘it became clearer that something special was unfolding as the black & gold have put together one of the most historic campaigns in franchise and NHL history as the Bruins broke multiple individual and team records’, but when the calendar flips to April ‘everyone knows it’s time’.
“‘It’s Time’ is of course about the present – the excitement of starting a long playoff journey. It also nods to the culmination of hard work and sacrifice of this Bruins team that traces back over the past decade,” explained GYK Antler Creative Director Scott Nicholson. “The spot captures the feeling on the streets of Boston – that we are all witnessing something historic, right in front of our eyes, seemingly game to game. But it builds into something more than just pretty goals and stats. It’s the bigger picture of what it all means for this team, this city and this season. From the Bruins being a force to be reckoned with on the road to getting their names on that Stanley Cup.”
Big Brick Executive Producer Matt Doyle added: “The Bruins asked us for a playoff spot that would ‘leave fans wanting to run through a brick wall’ after watching it, which is just the kind of dream request we live for. Focussing on candid, behind-the-scenes moments with the team lets us bring fans into the locker room to get a unique glimpse into what’s made this group and this season so historic and special, while our custom score tick-tocks it’s way to an epic conclusion, letting fans know ‘It’s Time’ to start the playoffs….and run through that brick wall.”
The campaign was created by a GYK team led by Creative Director Scott Nicholson, Associate Creative Director JR Roach and Big Brick Executive Producer Matt Doyle who, together, sought to ‘capture what a unique, remarkable moment this is in Bruins history’.
The campaign was created for the client Boston Bruins marketing team of Marketing Director Andrea Mazzarelli, Marketing Manager Emily Gosman Iselin and Communications Director Brandon McNelis by creative agency GYK Antler where the group working on the project included Creative Director Scott Nicholson, Associate Creative Director JR Roach, Strategy Director David Bohl, Account Director Jeff Newman, Account Handling Haleigh Kelleher and Project Manager Kyle White.
Production, post-production and music and sound were handled by teams at Big Brick Productions which included Executive Producer Matt Doyle, Motion Designer Tori Deyeso, Director Of Production Tyler York, Editor Josh Drake and Composer Chris Plante.
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The ‘It’s Time’ campaign is the first Bruins work from GYK since its October 2022 was appointment to provide strategic and creative marketing support in the lead-up to the club’s centennial year in 2023-24.
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