NHL's 18th Annual Hockey Fights Cancer Campaign
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To kick off its annual Hockey Fights CancerTM initiative and engage hockey fans with a fresh campaign, the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) collaborated with Undefined Creative (UC). Extending the reach of this year’s campaign, UC sought to create as many touchpoints for fans as possible, while still emphasizing the local clubs and their fans as the foundation upon which the larger campaign is built. Using the tagline One Team, One Family, One Fight, Undefined Creative produced a set of 30-second and 15-second TV spots, digital and mobile banners and print ads encouraging fans to Join the Fight and inviting them to visit the websites of the Leagues’ charitable partners to learn more. The NHL and NHLPA founded Hockey Fights Cancer™ in December 1998 to raise money and awareness for hockey's most important fight.
NHL
Donny Khan, Director, Advertising and Marketing
Ann Marie Lynch, Director, Community Relations
Undefined Creative
Maria Rapetskaya, Creative Director
Mike Kardis, Editor
Cathy Humphrey, Producer
