Our campaign idea was, 'Every vote is earned.' For the first projection we used two walls across the street from each other. One wall had a player shooting thousands of slap shots. The other wall had a net. For every goal scored, he earned a vote. The second projection showed a player skating 'suicides' non-stop for two hours. For every suicide completed, he earned a vote. For the third execution, we used a van with a mounted projector to show a player skating relentlessly around town. When the van stopped, the player was granted a moment to catch his breath. Through these projections, fans were given a behind-the-scenes look at the determination it takes to become an NHL All-Star.

As a result, the game sold out and Versus had the highest-rated All-Star Game in their history.