You don’t have to know it to love it

The game of curling is kind of hard to follow. Especially if you’re new to it. And the language of curling is in a league of its own too. In order to attract new fans to the sport, we created an integrated campaign that reinvented the language of curling with words any newcomer could understand. We used layman terms to describe actual curling shots in an exciting way and brought on the legendary voice of curling, Vic Rauter, and some guy named Doug to do it. Together, they showed everyone that you don’t have to know it to love it.