Bruins Hockey Rules Bruins, 2009

The original assignment from the Bruins was to drive traffic to their website, which gave diehard Bruins fans access to extra footage and behind-the-scenes information about their favorite team. Our campaign aimed to define these “true” Bruins fans through a strict set of rules. And the ultimate enforcer. The Bear quickly caught fire, not just with Bruins fans, but with diehard hockey fans everywhere.