The Arizona Coyotes were a team going through major changes. Moving cities, smaller stadium, shrinking fanbase and on top of that they had to sell hockey in the desert without a Stanley Cup to stand behind to show for their efforts.

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They needed fans to believe again, to come back to the ice and watch the Coyotes rise up. With this in mind we created the campaign Run with the Pack that begged the rugged desert community of Arizona to see themselves as Coyotes and want to join the fight to run with OUR pack this season.

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We created an anthem in video and translated it to the most visible spots surrounding the team’s home turf in print. This is #RunWithThePack