PROJECT
2017-18 Season Campaign
ROLE
Art Direction
The Challenge
Minnesota is the Land of 10,000 Lakes, and every winter those lakes transform into 10,000 ice rinks. But in late September even hockey-crazed Minnesota is dominated by college football, MLB playoffs and the NFL, meaning that the start of the NHL season can get lost in the shuffle. The Wild needed to engage a broader group of fans and make them feel like part of the team regardless of the time of year or wins and losses.
The Idea
This Is Our Ice invites fans from across the State of Hockey to contribute a piece of their hometown hockey heritage to the arena by bringing water from their local lake, pond or rink and adding it to the ice that their favorite players skate on.
Our agency provided the overall creative concept, art direction, and TV spot for the season campaign, which was then combined with visual design assets from the client’s in-house design and marketing team. For an exploration into my own thoughts on the design direction for this campaign, view the full case study here.
Awards
The One Show
↳ Silver Pencil
Clio Sports
↳ Grand Clio
↳ Gold x2
The ADDYs
↳ Gold (National)
↳ Judges Choice (Regional)
↳ Gold x2 (Local)
Anthem TV 1 - Footage provided by the Minnesota Wild
Anthem TV 2 - Footage provided by the Minnesota Wild
Results
+100%
Earned Media
Share-of-Voice
131M
Impressions from
#OurIce
#1
Preseason
Sales Ever
2k
Opening Day
Contributions
Water Contributions Map Through 2019-20 Season
Press
The Minnesota Wild have come up with an interesting way to get fans to feel like a bigger part of the product: Have them help create the playing surface. READ MORE
Minnesota Wild want to freeze fan passion in the coolest campaign ever. It’s more than just a playing surface; players are skating on the memories of the fans cheering them on. You won’t find synergy like that anywhere else. READ MORE
The Wild are taking that idea of home ice to a whole new level. READ MORE
This might be the most Minnesota idea in the history of Minnesota ideas. READ MORE
‘Our Ice’ not just a slogan for the Minnesota Wild. READ MORE
Credits
Agency
Olson
Creative Director
Tom Lord
Art Director
Corey Price
Copywriter
Derek Pletch
Associate Strategy Director
Meredith Engelen
Executive Producer & Director
Ryan O'Hara Theisen
Director & Editor
Cody Brown
Senior Broadcast Producer
Abby Stavig
Senior Producer
Kirsten O'Callaghan
Business Affairs Manager
Jess Eide
Account Director
Jeremy Pinches
PR
Steve Peckham
Caroline Landree