Almost every Canadian kid who has ever picked up a hockey stick has dreamed of playing in the NHL. Inevitably for most, there comes a point where that dream dies. There is, however, a lucky few who manage to make it to the NHL, and then to the Hockey Hall of Fame. Only these individuals have their hockey dreams live on forever. So, we developed a campaign that shows hockey dreams dying in a variety of comical, yet insightful, ways to illustrate just how rare and special it is when hockey dreams don’t die.