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Undefined Creative Promo Campaign for NHL All-Star Fan Vote


Kristien Brada-...
Tuesday, Jan. 6, 2015


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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 (UC) for a large-scale international promo campaign. UC, which bid and won the 2015 NHL All-Star Fan Vote™ presented by SiriusXM project for the third time, was tasked to develop the 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,, in a powerful call to action. With a tight timeline and extensive deliverables to translate across cultures and languages, UC produced 30 and 15-second master spots in English and French, from which international versions were developed. A simple "canned" project file enabled local markets to adapt footage without losing the spot's aesthetic integrity and complexity.



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

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