October 12th, 2016 marked the official start of the Toronto Maple Leafs 100th year -- a year that promises to be one of celebration and excitement.
The history behind and the future ahead of this Centennial season comes to life through the theme of the "Stand Witness" spot - a new video from the Maple Leafs that captures the triumphs and tribulations of the past one hundred years while capturing the optimism ahead.
"We Wanted to be authentic about what our fans and this team have gone through," Shannon Hosford, Senior Vice President of Marketing and Fan Experience explains. "For us, it was about finding a concept that could actually tell the story of the past and the future in a concise and powerful way. We want to own the good and the bad of the past as we look ahead to the future."
Stand Witness is about a journey. It recalls some of the legendary and historic moments of the team's past, through the eyes of a loyal fan who has witnessed the highs and lows over the past century.
"It's an interesting balance of what we're trying to achieve this year," says Hosford. "The spot is starting the next point in time as an invitation to talk about what we're standing witness to."
Hosford says there are three key things Stand Witness is meant to embody: 1) Celebrating the past, 2) looking ahead to the next 100 years and 3) signaling change. The point isn't to close a chapter in Leafs history, she explains, but rather to turn the page and be a part of the next hundred years to come.
"Stand Witness, there's a lot more to come."