{"id":2444,"date":"2025-02-19T07:38:05","date_gmt":"2025-02-19T07:38:05","guid":{"rendered":"https:\/\/www.batteryagency.com\/?page_id=2444"},"modified":"2025-02-23T12:46:37","modified_gmt":"2025-02-23T12:46:37","slug":"unleashing-unexpected-aggression","status":"publish","type":"page","link":"https:\/\/www.batteryagency.com\/index.php\/unleashing-unexpected-aggression\/","title":{"rendered":"Unleashing Unexpected Aggression"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”30px||||false|false” custom_padding=”7px||6px||false|false” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.23″ _module_preset=”default” width=”90%” max_width=”1200px” module_alignment=”center” custom_margin=”44px|auto||auto|false|false” custom_padding=”3px||7px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px|0px|0px|0px|false|false” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_font_size=”16px” text_letter_spacing=”0.02em” text_line_height=”0.6em” header_2_font=”Inter|300|||||||” header_2_font_size=”52px” header_2_letter_spacing=”-0.02em” header_2_line_height=”1.4em” min_height=”15.6px” custom_margin=”||0px|0px|false|false” custom_margin_tablet=”||0px|7px|false|false” custom_margin_phone=”||8px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px|4px|false|false” text_font_size_tablet=”16px” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”0.6em” text_line_height_phone=”0.8em” text_line_height_last_edited=”on|phone” header_2_font_size_tablet=”57px” header_2_font_size_phone=”45px” header_2_font_size_last_edited=”on|phone” text_orientation_tablet=”” text_orientation_phone=”center” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Anaheim Ducks<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_font_size=”16px” text_line_height=”0.6em” header_2_font=”Inter|300|||||||” header_2_font_size=”57px” header_2_letter_spacing=”-1px” header_2_line_height=”1.4em” min_height=”161.8px” custom_margin=”||-13px|||” custom_padding=”0px||0px|||” hover_enabled=”0″ text_font_size_tablet=”16px” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”0.6em” text_line_height_phone=”0.8em” text_line_height_last_edited=”on|phone” header_2_font_size_tablet=”57px” header_2_font_size_phone=”45px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Unleashing Unexpected Aggression<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.23″ _module_preset=”default” width=”100%” max_width=”100%” custom_padding=”7px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/MAIN_IMAGE.png” title_text=”MAIN_IMAGE” _builder_version=”4.23″ _module_preset=”default” min_height=”180px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_margin_tablet=”” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”60px||||false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” custom_margin_tablet=”” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|phone” custom_padding_tablet=”” custom_padding_phone=”||0px||false|false” custom_padding_last_edited=”on|phone” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

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:<\/p>\n

You\u2019re Entering Orange Country.<\/p>\n

The Anaheim Ducks set out to prove that Orange County is more than the stereotypes and shatter peoples\u2019 expectations. They\u2019re building a nation with a history and new traditions to intimidate opponents and encourage fans to unleash the grit and pride of Orange Country.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”30px||||false|false” custom_padding=”7px||6px||false|false” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1500px” custom_padding=”5px||5px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/Copy-of-DUCKS_TEETH_60_120624_2.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/\u041f\u0440\u0435\u0432\u044c\u044e-1_004-1.png” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”60px||||false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

The world-building included <\/span>Fight Teeth<\/span><\/i>: 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\u2014transforming toughness into a point of pride.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” background_image=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/AIRPORT_1_ff.gif” parallax=”on” min_height=”750px” min_height_tablet=”750px” min_height_phone=”270px” min_height_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”60px||||false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

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.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”30px||||false|false” custom_padding=”7px||6px||false|false” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1500px” custom_padding=”5px||5px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/Anaheim_Ducks_16x9_30e_NO_CTA_web.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/02\/Second-video_006.png” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”60px||||false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

The campaign plays into the stereotypes often associated with Orange County and rewrites the narrative to show that the team isn\u2019t just playing to win, they\u2019re playing to inspire, drive anticipation, and fire up their community.<\/span><\/p>\n

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Related Work<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_2″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1500px” custom_padding=”5px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px|0px|0px|0px|false|false” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/02\/batman_thumb.jpg” title_text=”batman_thumb” url=”\/index.php\/be-the-batman\/” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_margin=”||-13px|||” custom_padding=”0px||0px|||” link_option_url=”\/index.php\/be-the-batman\/” global_colors_info=”{}”]<\/p>\n

Batman Arkham Knight<\/p>\n

Be The Batman<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px|0px|0px|0px|false|false” animation_style=”slide” animation_direction=”bottom” animation_delay=”300ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/02\/borjomi.jpg” title_text=”borjomi” url=”\/index.php\/borjomi-2\/” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_padding=”0px||||false|false” link_option_url=”\/index.php\/borjomi-2\/” global_colors_info=”{}”]<\/p>\n

Tastes Like Nature.<\/p>\n

Borjomi<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_delay=”450ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/02\/clippers_thumb.jpg” title_text=”clippers_thumb” url=”\/index.php\/la-clippers\/” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_padding=”0px|||||” link_option_url=”\/index.php\/la-clippers\/” global_colors_info=”{}”]LA Clippers<\/p>\n

This is LA Our Way<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Anaheim DucksUnleashing Unexpected AggressionHow 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\u2019re Entering Orange Country. 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