More than
just a trophy

Crafting a story around 125 years of the Stanley Cup

The NHL wanted to create buzz for the 125th anniversary of the Stanley Cup, and that’s precisely what it got. R&R Partners created inspiring films to promote the playoffs with experiential storytelling that tugged at the heartstrings of fans.

The Work

We invited Pittsburgh Penguins fans for a not-so-virtual virtual reality experience. With VR goggles on, the fans could view the historical Stanley Cup in a 360-degree environment. What they didn’t see coming was the real Stanley Cup being rolled out right in front of them. Reactions to the reveal were priceless, and so was our video. Within weeks of launch, earned media coverage of the campaign hit 131 media outlets across the U.S. and Canada, and touched over 1 million hearts.

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The Results


media outlets


media impressions