Crafting a 15-Month Love Letter to Bruins Fans and Boston [Video]

New Hampshire-based agency GYK began working with the Boston Bruins ice hockey team in 2022, and were honoured when asked to help create a campaign celebrating the 100-year anniversary of the legendary sports franchise. 

The 15-month-long celebration has involved short films directed by Matt Doyle, ‘Stitches’ and ‘For the B’, as well as a host of experiential activations throughout the season, including podcasts, alumni events for fans and even a one-of-a-kind fashion show in partnership with Jet Blue.

Discussing the centennial campaign, GYK’s creative director, Scott Nicholson, calls it “a white whale project” for himself and the Bruins fans at the agency and on the production team. He describes the partnership with Boston Bruins’ marketing team – including VP of marketing, Andrea Mazzarelli, and creative director, Mark Majewski – as a seamless collaboration that “set a high bar” while remaining a fun process.

Ahead of the official anniversary on December 1st, LBB’s Ben Conway spoke with Scott …