Saint John Sea Dogs

A Champion Campaign For A Championship Team


Coming off their historic Memorial Cup runs in 2011-12, the Sea Dogs were primed for success off the ice. We worked with the Sea Dogs to launch the “Draw A Line” campaign which featured a micro-site, print and digital graphic design, and a video – letting every other team know the Sea Dogs meant business.

2016 Gold Site bug

In the words of Coach Danny Flynn, “…in the sport of hockey there is no finish line. The lines that we have set for ourselves are simply ones we must cross in order to move forward with our journey.”

The Draw A Line video represents the sacrifices and perseverance required to win. To Draw A Line means to push your limits and exceed your own expectations – a notion carried by not only the team, but by the City of Saint John.

View the Draw A Line video.

As an additional tie in for the Draw A Line campaign we launched a micro-site to house the video, and designed digital and print collateral to help increase attendance and take the City of Saint John by storm.

We handled social media profile designs, newspaper ads, website splash and carousel images, and print collateral for distribution in local restaurants.


“ICS is a partner of the Saint John Sea Dogs and we have thoroughly enjoyed working with them – specifically, on our 2016 Playoff Creative Campaign: ‘Draw A Line’. Like many industries, the sports industry is always changing, and as your product on the ice changes, you need an agency that is flexible and can execute with excellence in tight deadlines. They did just that and we look forward to working with them as we continue to evolve our brand.”

Trevor Georgie – Team President

The Big Picture

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