Campaign identity and animation for the National Hockey League and Bleacher Report Open Ice.

We covered Boston, Chicago, Denver and NYC with our OOH. These vague messages would prompt viewers with a question. ARE YOU TOO ______? If so, text this number. 

After texting the number, viewers would realize that they might have some hockey in them. They would then get a chance to enter a competition in order to win tickets, merch and swag.