Boston Bruins

"For the B" Playoff Spot

Agency: GYK Antler


In Boston, we may wear our hearts on our sleeves, but our purpose, our reason, our PRIDE lives on our chests – making up the lines of the Bruins’ eight-spoked “B.”

This year’s playoff spot from the Boston Bruins showcases the unifying thread connecting the past and the present. For 100 years, gold thread has stitched the B onto the jerseys of legends, alumni, fans, and the current Bruins team. The spoked B is more than just a letter, it’s a symbol of what ties together the team and the city.

This spot delves into the meaning of the B, what it stands for, and what it means to be a Bruin. Visually we stay focused on the B rather than the names on the back of the jerseys. A center-cut treatment keeps the eye locked on the B as we look through playoff moments with a crescendo of sound.

This year, we play for legends.
For legacy.
For city.
For each other.
For the B.

This professional campaign titled '"For the B" Playoff Spot' was published in United States in April, 2024. It was created for the brand: Boston Bruins, by ad agency: GYK Antler. This Film medium campaign is related to the Sports industry and contains 4 media assets. It was submitted 3 months ago by Marcomms: Ginger Ludwig of GYK Antler.


Production: Big Brick Productions, Manchester, NH, USA
Executive Creative Producer: Matt Doyle
Director of Production: Tyler York
Executive Editor: Josh Drake
Post Supervisor: Kerry Mack
Mixing: Dean White

Agency: GYK Antler, Manchester, NH, USA
Creative Director: Scott Nicholson
Associate Creative Director, Copy: J.R. Roach
Group Account Director: Jeff Newman

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