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The assignment was to create a poster and direct mail campaign targeting teens in the state of Maine and parts of New Hampshire to join one of the nation's premiere elite level youth hockey leagues.
The creative solution was to position being part of the Jr. Pirates as a place where hard work on the ice was a lot more rewarding and fun than working hard in a boring class, at a crappy job or on a relationship with some dumb girl.
Applications to the program were oversubscribed by a ratio of 20:1 applicants for every open position. In addition, within a week of the poster campaign being put up in area high schools, most of them were stolen and instead hung up on bedroom walls.