Discover/NHL Sponsorships: Beard in a Box
The NHL "playoff beard" tradition has been a symbol of player and fan solidarity since 1980. Fans and players don't shave until their team gets eliminated. Unfortunately, this has the 'beard-challenged' fans feeling left out.
We teamed up with Creator inventor Pablo Rochat to launch 'Playoff Beard in a Box', a product to bring the no-shave tradition to fans who can't grow beards to wear throughout the NHL playoffs.
After the launch, we sent Beard in a Box to other beardless Creators who couldn't grow their own beards, to wear it throughout the playoff season.
Responsibilities: Concept Development, Creative Direction, Art Direction, Production