The campaign earned a Cannes Silver Lion and D&AD Yellow Pencil.

What if hockey fans actually got tougher as they watched the games? Fox Sports NHL 'The More Hockey You Watch, The Tougher You Get' campaign shows different hockey fans watching game, and simultaneously gaining in toughness. The more games you watch, the higher your tolerance to pain. The camapign was shot by Rocky Morton at MJZ.

The campaign featured in Shoot magazine.