UM and Boston Pizza partnered to support the last team standing in Canada’s run for the Stanley Cup as part of the pizza chain’s “Team Up For the Cup.” Boston Pizza showed its support by changing its brand colours from blue and red to the Edmonton Oilers’ orange and blue across social, web, TV, print, and OOH, with billboards that read, “Orange is the New Red, Bring it Home Edmonton.”

To ensure the entire country knew the score when it came to attempting to end the 30-year Cup drought, Boston Pizza also transformed billboards into real-time scoreboards in major cities across Canada. The billboards dynamically updated the score throughout each game with real-time updates on how the Canada’s team was faring in the final round.

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