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All hockey fans love their teams, but most of us are able to show a little bit of restraint in our passion. Unfortunately for the Montreal Canadiens, actor and Habs superfan Jay Baruchel is a little more, shall we say, fearless in his desire to get closer to his beloved team in spots for their new loyalty program, Club 1909. Canadiens fans can now earn points at Montreal’s Bell Centre and by shopping online, and those points can be redeemed for anything from merchandise and game-used memorabilia to experiences, like watching the game with team president Geoff Molson. So remember: you don’t have to watch Carey Price sleep, sneak into Max Pacioretty’s bag or redecorate Brandon Prust’s living room to get closer to your team.

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Credits:

Brand: Montreal Canadiens
CMO: Dino Di Pancrazio
VP, Marketing: Jon Trzcienski
Creative Consultant: Justin Kingsley
Manager, Business Development: Dave McGinnis
Group Manager, HabsTV & Editorial: Shauna Denis
Agency: Rooster
CCO: Aaron Sedlak
CD/Art Director: Josiah Jones
Digital Strategist: Arzi Rachman
Production Company: Rooster
EP/Founder: Sebastian Eldridge
EP/Founder: Saxon Eldridge
Director: Kurt Lustgarten
Editorial: Goodpenny
Editor: John Marinis
EP: Rasha Clark
Producer: Ryan Gaul
Flame Artist: Dan Boujoulian