For the first time in almost 10 years, the Canucks hosted playoff hockey at home in Vancouver.

The brief

Create a campaign that united the city and captured the attitude of a team. Take this concept and transform it into the Canucks' new brand positioning.

My role

• Write a tagline that captured the team's attitude and ramped up fan enthusiasm—All Together. All In.

• Produce compelling headlines for marketing assets to excite and engage fans, ultimately driving ticket sales

• Write video and radio scripts that ignited fan passion and drove ticket sales and engagement

• Write emotive copy for all channels to strengthen fan avidity throughout the playoff run and beyond

• Write scripts for game day SkyTrain messages, featuring Canucks' in-game announcer Al Murdoch