Unveiling BC Lions

The Grey Cup should have been awarded this weekend if, ya know, COVID hadn’t hit us harder than a pissed-off linebacker. Instead, we’re left to rewind the tape on the HBM highlight reel to a time when we went face-to-face with some of the best BC Lions to develop the season’s campaign.

Our insight was revealing, traditional football advertising was full of brawn and bluster; the kind of thing that has turned off many younger, millennial fans. These days, many young people or families will watch the Whitecaps, the Vancouver Canadians, or even Netflix before buying a football ticket. An entire generation of Vancouverites couldn't name a BC Lion player if they tried.

So we turned the lack of player recognition into an opportunity by intriguing and inviting the public to get to know the person underneath the helmet through an integrated campaign that was complete with two weeks of teaser ads leading up to the season opener. Then, it was over to the players. Only they got to answer questions about themselves through the game of inches.

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Special shout out to Terri Breker, Rich Koh, Lindsay Siu, Steve Pinter, Chris Nielsen, Bart Batchelor and KOKO Productions for their teamwork in bringing our idea to life.