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.
Category
Active Engagement / Call to Action
Annual ID
OS22_SM069M
About the Work
The pandemic created a world where everyone was to keep their distance. So how do you make fans part of the game when they couldn't be part of the game? The Tampa Bay Lightning needed an innovative idea to keep its fans engaged and connected to the team, but that idea had to be inexpensive to produce and have the ability to generate earned media because of the strain on the marketing budget.
Our solution? We printed custom tape featuring messages of fan support which the hockey players affixed to their gear.
The Tampa Bay Lightning Twitter account asked fans to tweet out their words of encouragement that would then be printed onto custom hockey tape. With one simple tweet and an outpouring of support from their fans (who are referred to as the Thunder), the Lightning hockey players were able to cary the Thunder into battle with them.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Dunn&Co. / Tampa
Chief Creative Officer
Troy Dunn
Creative Director
Matthew Zaifert
Producer
Victoria Pezzella
Account Executive
Jessica Hall
Associate Creative Director
Stephanie Morrison
Senior Copywriter
Max Dempster
Director of Cinematography
Dylan Melcher
EVP, Strategy
Kamden Kuhn
Senior Editor
Christa Savio
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