COMPANY: PURE HOCKEY
WEB SPOT: PURE HOCKEY STICK CHALLENGE

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Concepted, shot and edited by Jeff Copetas.

Bauer Hockey is the dominant brand in hockey – and rightly so. They put the most R&D into their product and continuously put out quality gear. I wanted to know what would happen, though, if there was a true apples-to-apples comparison of sticks. Targeted to the youth/high school hockey player persona, I came up with the concept of giving completely blacked-out sticks with no branding to local players, letting them shoot around and then telling us which one they liked the best. The results were fantastic. When a player doesn’t know what they’re using, the market shares change dramatically. This series of 22 videos generated over 310,000 video views and tons of engagement and brand exposure.