Project Goals

This project gave us a unique challenge: we had to create an ad optimized for Jumbotron viewing during winter hockey games, even though the service being advertised is only available during summer months. We therefore focused on building memorability and top-of-mind brand awareness through emotional depth rather than simple and punchy "before and after" transformations. We leveraged the fact that viewers would see the ad multiple times, giving us room to build trust through more complex organic messaging and lay out a human-centric narrative. We created a strong, memorable impression that bridged the seasonal gap to ensure JB's is the first choice even months later.