2016 Bridgestone NHL Winter Classic 

Advertising Concept, Copywriting, Interactive Concept, Student Work

The 2016 Bridgestone NHL Winter Classic is an annual outdoor hockey game held on New Year’s Day. With the addition of several other outdoor hockey games, the Winter Classic has lost its novelty. Its New Year’s Day air date also poses a problem as it creates direct competition for viewership with NCAA football bowl games.

Rather than rely on the overused nostalgia of pond hockey and the novelty of being outside, the campaign became headline-driven about why people should watch this particular game: the rivalry. The game pitted the Canadiens against the Bruins, one of the oldest rivalries in hockey. These two teams have met each other in more games than any other two NHL teams in the history of the league, and when they do meet, things get heated. It’s a rivalry so hot, we had to take it outside.