Category: Sports
Media: Film
Brand: Minnesota Wild
Agency: Olson
Geo: United States
Advertising Agency: Olson, Minneapolis, USA
Creative Director: Tom Lord
Designer / Art Director: Corey Price
Copywriter: Derek Pletch
Account Director: Jeremy Pinches
Associate Strategy Director: Meredith Engelen
Integrated Production Director: Ryan O’Hara Theisen
Senior Producer / Line Producer: Abby Stavig
Senior Producer: Kirsten O’Callaghan
General Manager / SVP: Steve Peckham
Account Director, PR: Caroline Geiser
Associate Project Manager: Abby Kiefer
Production Company: Olson
Director: Ryan O’Hara Theisen
Editor: Cody Brown
Music: Marmoset
Recording Studio / Mix: Echo Boys
Color Correction: MPC / NY (through Ditch)
DoP: Chris Hadland, Steve Speers
Drone / Operator: Michael Welsh / Sky Candy Studios
Assistant Camera / VTR: Nathan Armstrong
Assistant Camera: Chris Savage
Gaffer: Matt Muegge
Grip: Jeff Fischer, Bill Draheim
Production Assistant: Jesse VanDenElzen
Camera Rental: Cinemechanics
Grip Electric Equipment: Cinequipt
Published: September 2017
ICF Olson recently partnered with NHL team, the Minnesota Wild, to create a heartwarming and unique campaign for their upcoming season, aimed at bringing together their diehard fans, engaging new fans, and overall, creating a stronger sense of community. ICF Olson understood that in order to do this, they needed to find a shared passion amongst all Minnesotans, and leverage this commonality to strengthen their connection and loyalty to the Minnesota Wild team.
The result was “This Is Our Ice” – a campaign that went beyond marketing and built an entirely new tradition: inviting people from all over the state to bring their own water – whether from a local lake, pond or stream – to create the new ice surface at the Xcel Energy Center for the Minnesota Wild players to play on throughout the season. ICF Olson understood that Minnesotans, coming from the land of 10,000 lakes, truly revere the state’s water and this new tradition would honor those lakes, ponds and rivers, while providing fans with a unique opportunity to feel as if they were contributing directly to their favorite sports team.
The campaign ran across broadcast TV, pre-roll, paid social, display banners, in-arena, arena OOH and PR. Additionally, attached are stills from the event this past weekend, where 2,500 fans from across the state brought in their own water for the ice surface at the Xcel Energy Center, as well as a map of Minnesota, showing all the areas from which the Wild received water.