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.
SPW Credits
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
Kristien
Contact Phone818-661-6368 x2
Contact via emailPropel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More