This is Our Ice

Minnesota Wild '17–'18 Season Campaign

Agency: Olson
Role: Art Direction, Creative Concept

︎ Grand Clio, Integrated Campaign
︎ 2 Golds

The One Show
︎ Silver Pencil, Community Building

︎ National: Gold, Integrated Campaign
︎ Regional: Judges Choice, Gold, Silver

︎ Local: 2 Gold, 5 Bronze

Like most professional sports teams, the Minnesota Wild hockey team sought to increase ticket and merchandise sales. But how do you create fans without controlling off-season moves or on-ice performance? By introducing a new tradition to a broader group of fans.
During the season, we built the Wild’s home rink through water contributed by fans from their local ponds and lakes. This ritual, now performed at every game, resulted in 131 million social impressions, the highest pre-season merchandise and ticket sales, a share of voice increase of 100%—and a lifelong connection between hockey fans and their hometown team.

Primary TV

“This might be the most Minnesota idea in the history of Minnesota ideas.”

John Shipley, Twin Cities Pioneer Press

Anthem TV 1
Footage provided by the Minnesota Wild

Anthem TV 2
Footage provided by the Minnesota Wild

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

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