Look At This: A Grizzly way to go

The Victoria Grizzlies Junior A hockey team has a humorous new print and radio campaign thanks to a unique collaboration between Kommunity, freelancer Alan Russell and Jay Gundzik, who contributed time on his own apart from his duties as senior creative director at Electronic Arts. Russell said the project is intended to dive into the […]

The Victoria Grizzlies Junior A hockey team has a humorous new print and radio campaign thanks to a unique collaboration between Kommunity, freelancer Alan Russell and Jay Gundzik, who contributed time on his own apart from his duties as senior creative director at Electronic Arts.

Russell said the project is intended to dive into the gap left by the NHL strike.

“The name of the arena is Bear Mountain, so it just made sense from a branding point of view, and Grizzlies seemed a really rich area to go to,” he said.

Print ads show an actual grizzly bear under the heading “Survival tips for the opposition.” In on ad, the copy says, “when encountering a grizzly drop to the ground in a fetal position, you know like a soccer player.” Another execution offers tips for safe retreat.


A radio mimics a 911 emergency call from someone supposedly confronted by a Grizzly. It ends with the operator saying “You do know you have to go out for the next period?”

Brands Articles

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support the recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Tesla’s chief driver of success: masculinity (Column)

Markus Giesler on how-to better understand Tesla's value as a masculinity symbol

Coke replaces CMO as soda sales remain flat

Company vows to continue to work to improve the quality of its marketing

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"