The brief:
"Two Places" celebrates the idea that a person actually has two hometowns they are loyal to. A player plays for his country, then he goes and plays for his city — it's a truth that's a perfect fit with the World Cup of Hockey and the NHL. Proving players really can be from two places at once.
All involved are very proud to share this latest collaboration between the NHL, creative shop Baby Bear's Porridge Productions and Cutters Studios New York editor Steve Bell — the team behind numerous legendary NHL promotions, including the iconic "History Will Be Made" campaign, "Cup Raise," "Boys" and "No Words," as well as the Clio Sports Award-winning "Name" for the 2015 Stanley Cup Finals. Here's what Bell has to say about the new "Two Places" spot.
"The creative teams at the NHL and Baby Bear's Porridge know exactly what works with hockey fans in these anthemic, emotional, sports genre pieces. Once again, they pushed us to extract every ounce of emotional material from over 40 hours of footage. We loved the concept from the beginning; the script is beautiful. Every new project with the NHL allows us to focus on a different aspect of what makes the sport so amazing. In this case, we focused on those players who participated in the World Cup of Hockey. There, of course, they play for their country of origin, but NHL fans will soon see them playing for their home team. With the new NHL season, these world-class players will soon become one with their teams, fans and cities — establishing themselves as being 'from' two places at once".
The ad:
The Credits:
Client: NHL
EVP/CMO, Marketing: Brian Jennings
Group VP, Marketing: Casey Hall
Manager, Marketing: Tom Lafe
Footage Coordinator: Georgia Roxon
Footage and Operations Coordinator: James Natalie
Creative Shop: Baby Bear's Porridge Productions
Editorial, Audio and Finishing Company: Cutters Studios
Editor: Steve Bell
Assistant Editors: Austin Rauterkus, Meghan Sims
Flame Artist: Moises Tavera
Audio Mixer: Eric Thompson
Producer: Stephanie Rose
Executive Producer: Elizabeth Krajewski
Color Correction Company: MPC
Color: Adrian Seery
Music: Found Objects
Stock Footage: NHL Archives