Next Gen Games, a Cleo Award winning campaign, was introduced to inspire and connect with the younger generation of Leafs fans, particularly those new to hockey. To achieve this idea, we created Avatar versions of all our players and flipped our arena yellow in collaboration with Justin Beiber’s Drew House clothing brand. We reimagined all in-arena show elements to enhance the fan experience. This complete rebrand not only refreshed our visual identity but also built on the innovative spirit of past Next Gen Games seen below.