National Hockey League
The Outdoor Life Network (OLN) had just changed its name to Versus. That gave us the opportunity to create the brand from the ground up. If we went the comedy route, we’d just be drafting off of FOX Sports and ESPN. Instead, the Versus brand identity became real, raw, and authentic sports.
NHL Playoffs
We created a fully integrated campaign for the NHL Playoffs on Versus. The idea was to get people to tune in by reminding everyone how intense and exciting the Stanley Cup Playoffs are.
"THE PLAYOFF BEARD"
We attached the Versus brand to one of hockey's greatest traditions. A superstition that started in the seventies and continues today as players refuse to shave until their team in bounced from the playoffs. With the Official Versus Playoff Beard, fans can truly feel like a part of the team.
ACTIVATION "BLOOD DRIVE"
The Rangers despise the Devils. The Devils loathe the Rangers. And to celebrate this bitter rivalry, we created the Versus Emergency Blood Drive, asking fans to donate blood to replace all that blood that will be spilled on the ice. In the end, this fun PR stunt doubled as a noble cause – By teaming with the American Red Cross, we were able to give the donated blood to those truly in need.