Contact Name: Paige Calvert Agency: DDB Canada, Vancouver Client: BC Lions; Client contact: George Chayka, vice president, Business In-market Date: May 2010 Brief Description: In 2010, the BC Lions returned outdoors to Empire Field after over 25 years at BC Place. Our challenge was to demonstrate the thrill and excitement of watching a game outside. A few words from the creative: Using television and radio, we answered this challenge by using game clips that would showcase the high action of the CFL. Then at the crest of the drama, we cut off the play abruptly and introduced our message that this moment would be continued at a seat at Empire Field. The continued concept stretched across print as well where it was used to borrow on the Lions fan's nostalgia as we explained how the Lions' great tradition would be continued this year at Empire. Vancouver, May 11, 2010 - Today, the BC Lions launched two dramatic television spots, featuring players in adrenaline-filled, make-or-break game moments; each ends abruptly and directs fans to Empire Field to watch the action continue. Developed by DDB Canadas Vancouver office, the TV spots are part of an integrated, regional campaign to help drive ticket sales and generate excitement around the Lions return to an outdoor stadium. With this unique season comes a unique opportunity to demonstrate the thrill and excitement of watching a football game outside, says Dean Lee, creative director, DDB Canada. Extreme close ups, slow motion photography, hyper real sound effects and tension-heightening music are used to capture the exhilaration of being up close and personal to the players, and showcase the action of the Canadian Football League. The integrated campaign features two 30-second TV spots, Pass and Defence that promote pre-season ticket sales, which will later be modified and used to promote upcoming games. The TV spots feature quarterback Casey Printers and defensive lineman Brent Johnson. This is the first time in years that players have been used prominently in the Lions advertising. Radio and newspaper print advertising also recently launched across British Columbia. The BC Lions negotiated their own media placements. This new creative direction is a real departure from our previous advertising, says George Chayka, vice president of business, BC Lions. We felt it was important to highlight the excitement and drama of watching a Lions game in the stands. You need to be there to truly experience it. Of course, continues Chayka, being situated outdoors, this year, does affect our notorious dome-field advantage. With no roof overhead, were relying on our fans to bring a whole new level of enthusiasm and support to help us make this season one of our best yet. With the outdoor venue lending itself well to a festival-like atmosphere, the BC Lions have planned numerous, pre and post-game activities to enhance the game experience for its fans, including tailgate parties, decade-themed games, pyrotechnics and more. Due to the installation of a retractable roof in BC Place, the Lions will play the 2010 season at an outdoor temporary 27,500-seat stadium at Empire Fields at the PNE, beginning with a pre-season game on Sunday, June 20, 2010. The site of the temporary stadium is on the former Empire Stadium grounds in east Vancouver, which was home to the Lions from 1954 to 1982. In 2011, the Lions will permanently return to outdoor play at BC Place the home of the 2011 Grey Cup. This is DDB Canadas first campaign since being named agency of record by the BC Lions in March 2010.
Title(s): Play, Defence Length: :30sec Creative Director: Dean Lee / Cosmo Campbell Associate Creative Director: Daryl Gardiner Copywriter: Jeff Galbraith Art Director: Daryl Gardiner / Brandon Thomas Agency Producer: Sue Bell Account Executive: Marty Yaskowich, Scott Barr Film Television Production Company: Asymetric Director: Chris Mably Cameraman: Chris Mably Line Producer: Jason van Bruggen DOP: Chris Mably Post Production: Relish, Notch Editor: Chris Murphy Colourist: Jason Zukowski Audio Company: Wave Productions Audio House Producer: Craig Zarazun Audio House Engineer: Craig Warrian