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

Bendgate: 5 things Apple will do next

Markus Giesler guesses at Apple's next iPhone play

Holt Renfrew readies menswear-only store in Toronto

Luxury store wants to grow retail footprint by 40%

Kraft Hockeyville competition expands to U.S.

Tentpole sponsorship expands south of the border with media/in-store campaign

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

Canadian Tire’s new CEO talks online shopping

Michael Medline chats with CB about digital technology's role in customer service

Millennials are looking for brands to trust: Havas

Nearly half of surveyed millennials consider brands "essential" to their life

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges

Dufour-Lapointe sisters sign back with Saputo

Press darlings launch another initiative, but where are the international brands?

Apple has lost its narrative

Once "brand of the people," it's now an entrenched power. Must we teach Apple's branding lessons back to it?