The hardest thing to sell—and the most valuable—is belief.
Working on the Winnipeg Blue Bombers account during the team’s long championship drought meant facing a truth head-on: performance couldn’t always carry the message. Our job wasn’t to sell results—it was to sell belief. That shift began in 2008 by leaning into team pride and star power to stoke momentum and anticipation. From there, we reframed the conversation around the game-day experience and sense of community—what it means to be a fan, regardless of outcome. Each year, we built the campaign around that idea, using insight and emotion to connect with the loyal base and invite new fans in. Because when wins are scarce, belief is everything.
We’ve Got It Going On
Challenge: Following a strong 2007 season and a Grey Cup appearance, expectations for 2008 were high. The challenge was to keep momentum and fan excitement alive—even with roster changes and uncertain outcomes ahead.
Solution: We focused on two of the team’s standout assets: Doug Brown, the CFL’s Most Outstanding Defensive Player, and Charles Roberts, the club’s all-time leading rusher. Each was transformed into a larger-than-life visual metaphor—Brown as a human wrecking ball, Roberts as Mercury with jet engines for legs. With both power and speed represented, the campaign built anticipation through bold executions—reinforcing the idea that the Bombers were looking strong in 2008. The campaign theme line said it all: We’ve Got It Going On.
ClientWinnipeg Blue Bombers ProjectWe’ve Got It Going On Campaign Year2008
The Blue Revolution
Challenge: With unpredictable on-field results and a loyal but restless fan base, the team needed a strategy that prioritized engagement over performance. Focus groups revealed a crucial insight: attending games was less about wins and more about the shared experience—tailgates, rituals, and the energy of being there together.
Solution: We launched The Blue Revolution, a fan-first campaign that felt like a groundswell. Blue handprints and teaser URLs appeared on bus backs and posters—fake ad takeovers hinted that something was building. The reveal came through outdoor executions featuring fans of all ages proudly showing their blue-painted hands, inviting others to join the movement. It was the club’s first major foray into social media engagement, and we quickly migrated the campaign to Facebook, where the Bombers community grew from 1,500 to nearly 12,000 in a single year.
ClientWinnipeg Blue Bombers Project The Blue Revolution Campaign Year2009
Always Your Team
Challenge: 2012 was meant to mark a new chapter for the Bombers—the team’s first season in its long-awaited stadium. But construction delays made that uncertain, and the club needed a campaign that could keep fans inspired regardless of when the doors opened.
Solution: We created a message about resilience, perseverance, and loyalty—qualities shared by the team and its supporters. Each execution was anchored by the word “ALWAYS,” building a layered narrative of challenge and belief. Paired with outdoor, social, and promotional elements—including a scratch-and-win contest under the headline “There is ALWAYS a desire to win”—the campaign reminded fans that through setbacks or victories, the connection to the team was unwavering.
ClientWinnipeg Blue Bombers ProjectAlways Your Team Campaign Year2012
Engagement impact
Working on the Winnipeg Blue Bombers account during the team’s long championship drought meant facing a truth head-on: performance couldn’t always carry the message. Our job wasn’t to sell results—it was to sell belief. That shift began in 2008 by leaning into team pride and star power to stoke momentum and anticipation. From there, we reframed the conversation around the game-day experience and sense of community—what it means to be a fan, regardless of outcome. Each year, we built the campaign around that idea, using insight and emotion to connect with the loyal base and invite new fans in. Because when wins are scarce, belief is everything.
Results:
- Average seat sales climbed to 90% over eight years (vs. 80% in the previous 20)
- 24 sellouts during campaign years (double the total of the prior two decades)
- 2011: Broke all-time season ticket record and earned CFL’s inaugural Best Marketing & Ticket Campaign award
- 2012: Set new franchise highs for single-day and season merchandise sales