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

Inside Walmart Canada’s mobile shopping app

Mobile overtakes desktop as the largest source of traffic to retailer's digital properties

Philly transforms the everyday in new campaign

Effort from Leo Burnett is the brand's first under the new Kraft Heinz Co. banner

Tim Hortons plans Southeast Asia expansion

Coffee shop chain plans to open locations in the Philippines 'as soon as possible'

Coca-Cola cuts sales outlook amid weak demand

To offset decline, Cola maker is raising prices and putting drinks in premium packing

Sears Canada president leaving job less than a year in

Carrie Kirkman will continue to work with the retailer in an advisory role

WestJet hires new director of marketing

Rob Daintree joins the brand via FGL Sports

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Lessons from Shop.ca and Beyond the Rack’s shortfalls

Despite failures in the Canadian ecomm space, there is still opportunity to grow