Bruins Hockey Rules Bruins, 2009
Info

The original assignment from the Bruins was to drive traffic to their BostonBruinsTV.com website, which gave diehard Bruins fans access to extra footage and behind-the-scenes information about their favorite team. Our campaign aimed to define these “true” Bruins fans through a strict set of rules. And the ultimate enforcer. The Bear quickly caught fire, not just with Bruins fans, but with diehard hockey fans everywhere.