wtf IS OUR YEAR?

"Our Year" is more than a brand or web series; it's a movement and a direct representation of the culture and collective consciousness of Leafs Nation. It's about the intergenerational pain, hope and despair, and the emotional swings between pessimism and optimism. We choose optimism.

Leafs fans are hungry, heartbroken, and loyal to to a fault, embodying a truly unique blend of love and hate, edging closer to that elusive first Cup since 1967…

This project delves into the delusion and dedication that makes Leafs fans so special. It’s about wanting and waiting to witness a triumph that seems perennially out of reach. Our brand captures the bipolar nature of being a Leafs fan—where every season brings a new cycle of hope and ultimately, heartbreak.

Through humour and heartbreak, "Our Year" aims to connect with those who have stayed loyal and continue to dream of the day when the Leafs finally lift Lord Stanley’s Cup. Join us for the ride, because it’s actually our f**kin’ year.

Two Toronto Maple Leafs fans at a hockey game. One holds a large blue sign with the words "Our Year." The other, wearing a mask and holding a beer, sports a Toronto Maple Leafs jersey. The arena is visible in the background.
Domi fined $5k for boarding and NOTHING for this. Fk off @nhl #torontomapleleafs #leafsnation #ouryear
The Papi game 5 redemption game is going to go so crazy. Mark my words. #torontomapleleafs #leafsnation #ouryear
WHERE ARE YOU? #leafs #mapleleafs #ouryear #torontomapleleafs
@leafspapi that you? 🤔
Willy’s leading the show in scoring, we’re up 2-1, gonna close this thing out in front of our home crowd in game 5. One tough bounce, still our year. #torontomapleleafs #leafsnation #ouryear
Should Wes be forced into retirement? #ouryear #leafs #torontomapleleafs