Toronto Maple Leafs
'Stand Witness'
Brand Campaign (Broadcast/Social/Digital)
The Mission
At the start of the 2016-17 NHL season, the Toronto Maple Leafs were on the verge of their centennial season.
After years (decades, even) of little to no success on the ice, the team knew it needed to rejeuvenate fan love and attention ahead of its 100 year anniversary. With a young lineup of future superstars on the roster, the timing couldn't have been better.
The Work
- A powerful new spot (broadcast/social) paying tribute to the glories and heartbreaks of the past 100 years, while building excitement for the years to come
- A completely reimagined social and digital strategy for the team, integrating #standwitness into every channel, post and activation
- A completely revamped in-game experience
My Role
Toronto Maple Leafs: Digital Brand Manager
As the lead of the Toronto Maple Leafs digital brand team, I was responsible for bringing the #standwitness campaign to life across every channel (web, mobile app, social, CRM).
In addition to bringing the campaign to life in our game-day content (more than 200+ pieces of content monthly), my team go creative by developing custom Stand Witness player portraits and wallpapers for fans. We even developed a digital autograph experience for fans to download personalized messages from their favourite players.
