Subway Restaurants was eager to raise awareness of their sponsorship of the National Hockey League's Ottawa Senators. We knew that there was no better place to reach a Senators’ fan than in the arena during Senators’ games. So we created attention-grabbing films that ran on the giant centre ice digital boards during breaks in play.

Because loud music is played during stoppages of play during the games, we could not rely on audio to convey our message. So we decided to take a more visual approach. Our film used physical humour that referenced quirky NHL behaviour to appeal to our NHL-savvy target audience.