The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Events & Experiential
Annual ID
OS_PR18045M
About the Work
This season, the Minnesota Wild sought to engage a broader group of fans earlier in the year than ever before— in doing so, generate unprecedented demand for early season single game tickets. In addition to having no control over the team’s offseason moves or on-ice performance, we needed to pull fans’ attention from the land of 10,000 lakes’ 80-degree, cabin-filled summers during the offseason to think about cold weather and ice. How could the Wild command control of the local sports conversation during its preseason and create demand for tickets to early-season games? By tapping into something uniquely Minnesotan and creating a new tradition. Starting with the 2017-2018 season, the ice sheet at Xcel Energy Center would be made up of water contributed by fans from their local ponds, lakes and backyard hockey rinks. This new tradition creates a lifelong connection between Minnesota hockey fans and their beloved hometown team.
2018 Awards
Total Points: 2
Merit
Credits
Agency
ICF Olson / Minneapolis
Art Director
Corey Price
Creative Director
Tom Lord
Designer
Corey Price
Director
Cody Brown
Editor
Cody Brown
Executive Creative Director
Joe Monnens
Writer
Derek Pletch
Agency Producer
Kirsten O'Callaghan
Abby Stavig
Ryan O'Hara Theisen
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