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

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects