Since its incarnation, BAUER’s Holiday campaign has faithfully captured the cold weather narrative best associated with Winter and (outdoor) hockey. But in 2023, hinging on the idea that ‘hockey is everywhere,’ we moved beyond the banks of the frozen pond to tell a more holistic story about the many ways in which we experience and celebrate Winter. Working in collaboration with freelance partners and our extended Global Marketing Team, we chose six locations across North America and Europe to showcase Winter as a common thread through contrasting lenses – hot, cold, urban, remote – and its connection to hockey in every one, culminating in ‘For the Love of Winter.’ The resulting campaign was the most robust of any Holiday launch (before or since), with the central piece being a 36-page magalog that was distributed to 500,000 households across the US and Canada.