The CFL is up against stiff competition from other sport leagues with international presences like the NHL, MLB and NFL. To play in that marketplace and convince consumers the CFL is on the same level, we had to show consumers how exhilarating the games are, rather than tell them.
The best way to do this was by using the fans themselves. By tapping social content from the league’s biggest fans, we were able to create a spot that was exciting, relatable and, more importantly, believable.