Case Study

Gameday Heroes

Maple Leafs

Raptors

Awareness

Consideration

Favourability

IP Usage

Signage

Organic Social

OLV

The Leafs & Raptors partnered with LG to develop Gameday Heroes, a content-led campaign that celebrated the behind-the-scenes staff whose optimism and effort help shape the fan experience at games throughout the season. Through a hero video, organic social, OLV, signage, and team IP, the program connected LG’s home electronics category to the people who make game day feel special.

THE PROBLEM

LG needed to humanize its brand. While it is known for creating products that solve everyday problems, LG also creates products that help enable life’s moments.

THE ASK

Create a flexible platform that drives emotional, human connection with fans beyond the arena and can connect to LG’s existing community initiatives or stand alone.

CREATIVE INSIGHT

Fans remember gameday moments, but rarely think about the people whose work makes those moments possible.

THE IDEA

Gameday Heroes: A short-form video series that celebrates the staff members whose positivity and dedication help bring every game to life – featuring surprise gifting of meaningful LG products.