Boston Bruins

Blood, Sweat & 100 Years

Gritty. Blue-collar. Tough. Relentless. All words that describe the Boston Bruins, who have spent a century spilling blood and dripping sweat while cementing their place as one of the NHL’s greatest franchises. To help celebrate their centennial season, we created the film “Stitches,” which launched the team’s “Blood, Sweat & 100 Years” campaign. The hero spot, with a custom score performed by the Boston Landmarks Orchestra, plays at the start of each Bruins home game in addition to multiple extensions for TV and social.

Stitches

The goal of this spot was a simple one: to write a love letter to the entire Boston Bruins community of players, alumni, associates and fans. Our hope was to celebrate the breadth of the Bruins' one-hundred-year history, what the team means to Boston, and how the club's storied past is connected to future generations. With all of it being stitched together through the loyalty and love of their faithful fans.

Bruins’ Centennial Season Hype Video Will Get Boston Fans Amped

Platform integration

From social media to print publications, and digital assets to merchandise, Blood, Sweat & 100 Years is the connective platform that keeps the integrated campaign woven together across every conceivable centennial asset.