Young Adult (18-35)
North American (Canadian - West)
North American (General)
Note: Transcripts are generated using speech recognition software and may contain errors.
in 2016 the Vancouver Canucks were going through a period of reinvention. The time had come for the team's veterans to guide a new generation of up and coming players. That meant a playoff spot. Nightly sellouts and fan support were no longer guarantees to refocus fan passion. We developed a brand refresh that would help fans feel a strong emotional connection to this emerging new team. Win or lose, we did this by leveraging a shared belief between team and fan that living on the West Coast makes us stronger. We live a rugged, active, competitive West Coast lifestyle. For fun, we climb mountains, paddle rivers and run the seawall, rain or shine.