“We were launching the Nike Hockey Training campaign nationally and Vancouver was proving to be a challenge. Unlike Toronto or Montréal, Vancouver takes a much more conservative stance on how marketers communicate with consumers within the city. It is perhaps the best-preserved natural city environment in North America and, as such, there are limited out-of-home media opportunities,” said account director Russell Stedman. “Our campaign demanded that we live outside the confines of traditional media, so our media company, Cossette, came to us with a interesting option: A barge pulled by a tugboat. What first seemed like a challenge soon became a unique and compelling way to deliver our message about non-traditional hockey training by featuring local hockey hero, Markus Naslund, doing resistance band exercises with the tugboat in English Bay.”