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Edmonton Eskimos retain The Hive

The Edmonton Eskimos football team has appointed The Hive of Toronto as its advertising agency of record. The firm won the account in a competitive process that began in December. The Hive's first work for the team is a 40-second television commercial that broke this week called "One Empire." The ad features Eskimos players and fans together at The Brick Field at Commonwealth Stadium. The ad is part of a long-term plan by the team to develop a new media campaign aimed at fans. It will make use of television, cinema, print, out-of- home, radio and in-stadium advertising, as well as social media activities. The full campaign will begin in June.

"This campaign celebrates the unique relationship between the team and its amazing army of fans," said Simon Creet, chief creative officer at The Hive. "The noise these crowds make is unequalled in the league and creates a seriously hostile environment for visiting teams."

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