Rogers
GCL
Rogers had partnered with the NHL to launch Gamecentre Live, a cross-media platform giving hockey fans unlimited access to their favourite content. We were asked to find a way to capture the energy of the sport and make it part of the retail experience.
Flagship Windows
With these special installations, we wanted to portray the energy of hockey in an unexpected way. We imagined capturing a freeze frame of a players stick every time he attacked or shot the puck.
We simulated this idea in a 3D program, and ended up with a frenzy of sticks digging hard for an invisible target. In contrast, we used a script typeface to illustrate the fluid dexterity of players gliding across the ice. Who knew hockey could get so “art school”?
Mass Market
The mass market executions required us to recreate the feeling of energy and excitement by including the enthusiasm of the crowd. We used official NHL stills for a powerful lockup in the foreground.
Another familiar visual we leveraged were the scuffed up sideboards that trim every rink. They serve as a reminder to every hard turn, wild shot, and explosive confrontation that left their mark, and had us on the edge of our seat.
Rogers Gamecentre Live was a memorable job that took the client and ourselves into unfamiliar territory. Our stick sculptures were even used as part of the Hometown Hockey tour after the campaign. It was a definite success, and the first of many Rogers retail gigs to come our way.
