CONTEXT:

At CCM, a shift was underway to combine brand & product budgets & execute in more social friendly formats. In partnership with Frank Agence, we developed a top-funnel brand theme but in low-funnel 6s +15s product films.

The ASK:

“Develop an overarching campaign theme and concepts for all our 2023 product focussed communication pieces that creates brand consistency across our numerous external channels & aligns our internal product teams under one creative direction. Please.”

INSIGHT:

At point of purchase, when amateur players try on new gear in store or receive it at home, they’ve no way of knowing how it really performs. Walking across the store in skates or flexing a stick on their bedroom floor, all they really have to go on is how it feels. Internal working sessions with CCM marketing & product teams further emphasized the fact that CCM gear is so well engineered and constructed, it always feels “just right”.

SOLUTION:

In a departure from sports brands all too often communicating with pros how their gear performs, we instead decided to ask CCM’s top NHL pros how their gear makes them feel.

This concept aimed to stand out in a more authentic way by playing on the humble truth that CCM gear always FEELS JUST RIGHT because only when you feel your best, can you play your best.

We delivered 5 x 15s product films across paid & earned media with the breadth of the FEELS JUST RIGHT theme allowing Frank Agence to develop numerous pieces of social content to support each product.

And yes, getting 10 NHL pros in 4 different Canadian & US locations to feel just right on set took some special teamwork (see credits)