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Arizona Coyotes: Howl Yeah
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The desert is an unlikely home for a hockey team, yet the NHL's Arizona Coyotes have a passionate following. To energise and expand the pack, the Coyotes tapped 9thWonder for a rebrand that debuted this week as the team returned to the Stanley Cup Playoffs for the first time in eight years. 'Howl Yeah,' the new rallying cry and logo, leans on the insight that sports are tribal and unify a diverse community of fans. 'Howl Yeah' accompanies photos of determined-looking players on billboards throughout Arizona's major cities, while TV spots, banner ads, radio spots and online video ads stoke fans. The spot play on anticipation of ‘resilience, grit, and toughness that only grows in triple-digit heat. Yeah, it’s frickin’ hot. But being thirsty is something we’re used to.’
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