In 2011, the Calgary Stampeders wanted to take a different approach to their marketing. They wanted something that would catch the attention of a new audience — something youthful and fun. From this, the Game Face campaign was born.
For the first time, focus was put on the fans. A full spectrum of game-day emotions was captured through a series of portraits featuring over a hundred season ticket holders, players, Stampeders alumni … and even a few local celebrities.
The campaign was so well received, it was carried through for the 2012 season, with a little (knife) twist for the 2012 Playoffs.