How does a smaller market NHL hockey team shed its Disney-adjacent, sunny beach persona and embrace a bolder, more aggressive attitude? Not just with a rebrand, but a rallying cry:

You’re Entering Orange Country.

The Anaheim Ducks set out to prove that Orange County is more than the stereotypes and shatter peoples’ expectations. They’re building a nation with a history and new traditions to intimidate opponents and encourage fans to unleash the grit and pride of Orange Country.

The world-building included Fight Teeth: a fictional line of souvenirs featuring the punched-out teeth of rival players. The film combines the campiness of 1980s-style toy commercials with the unexpected edge of Orange Country—transforming toughness into a point of pride.

We turned welcomes into warnings by flipping traditional Orange County tourism spots on their heads. Unapologetically aggressive travel ads ran in John Wayne Airport, on broadcast and social.

The campaign plays into the stereotypes often associated with Orange County and rewrites the narrative to show that the team isn’t just playing to win, they’re playing to inspire, drive anticipation, and fire up their community.