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 emailThe Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growthโs new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the โundeniable voice of art.โ Creative Growthโs evolved brand is at the forefront of a shift towards art that stands for the inherent reveal โ the power of artistic expression to bring understanding and connection to us all. The brandโs new expression includes unobtrusive color and design choices that purposely donโt compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains โWe needed to create a powerful, distinctive voice for the brand. But, it couldnโt compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, itโs also expansive and energetic.โ Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More