GOAL:
To rally fans behind the annual vote-driven player selection for its 2015 NHL® All-Star Weekend, the National Hockey League (NHL) called on Undefined Creative for a large-scale international promo campaign around the theme, “It’s Your Choice.” The goal was to play up the fans’ power to truly control who makes the cut while driving them to the voting microsite, www.NHL.com/vote, in a powerful call to action.
CHALLENGE:
With a tight timeline and extensive deliverables that needed to translate across cultures and languages, we needed to get creative, work quickly and think globally to pull it all off.
SOLUTION:
Balancing vision with a production process customized to streamline approvals, we produced 30 and 15-second master spots in English and French, from which international versions were developed to spread the word in Swedish, Finnish, Russian, German, Slovak and Czech as well. By creating a simple “canned” project file, we enabled local markets to adapt footage without losing the spot’s aesthetic integrity and complexity.
Having already worked on two previous NHL All-Star fan vote campaigns, we knew what it would take to pull this off. The NHL also gave us a lot of creative freedom to adapt for the best results, so we ran with that.
To demonstrate the 2015 NHL All-Star Fan Vote™ presented by SiriusXM microsite's functionality without being “literal” with the layouts, we adapted our technique of chopping up the web content into logical sections and rearranging them with some depth and transparency to create a world, as opposed to a static page.
Taking liberty with the content allowed us to focus on the NHL’s mission—in this case, to illustrate the new ballot selection process—without becoming a ‘demo’ and breaking the visual flow of the spot.
In the end, we delivered the campaign ahead of schedule, with 2015 NHL All-Star Fan Vote™ presented by SiriusXM spots airing on 53 different broadcast and digital networks, including NHL Network™ and NHL.com, as well as in radio adaptations.
PROJECT CREDITS:
NHL
Josh Dubin, Producer
Tim O'Brien, Producer
Lindsay Grant, Producer
Undefined Creative
Maria Rapetskaya, Creative Director and 2D/3D Animation
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Hobo Audio Company
Diego Jimenez, Audio Engineer
