With the National Hockey League Players’ Association and the NHL locking in hockey’s Declaration of Principles, designed to “advance policies, programs and initiatives, while inspiring fans, players and communities to create the best possible experience for the entire hockey community,” the league has now launched a new ad campaign promoting the initiative, tapping the services of The Vault NYC to showcase a theme of serving youth hockey with an enjoyable experience for players, parents, siblings, coaches, referees, volunteers and other stakeholders, and that the game’s greatest value is the role it plays in the development of character and life skills. The 90-second video launched last week and will run throughout the upcoming NHL season with shorter versions also available.

Jon Paley, CCO and Managing Partner of The Vault NYC, broke down the strategy of the campaign and its personal impact.

Paley on taking on the project: When I learned about the NHL’s Declaration of Principles and the need for an impactful video to convey this messaging, I immediately knew it was a project that our team could nail. As a dad of children who are involved in youth sports, this initiative resonates with me on both a personal and professional basis. Partnering with the NHL is a great opportunity for our shop and we couldn’t be more proud to have them as a client.

On working with the NHL: First and foremost, we are huge fans. Our approach for every project is unique — we apply a conceptual thinking angle through the minds of die-hard sports fans. We have strong ideas grounded in authentic thinking that align with sophisticated writing and top shelf execution.

On how client needs have evolved: Versatility is key to serving the client at all angles. Clients’ needs are changing with every campaign and we do a great job of dynamically serving them by applying a unique approach to each project.