Entrant Company: Minnesota Wild, ICF Next
In sports marketing, rather than talking at people with cliché campaigns that say how great your team is, we believe it's better to let people participate in your brand. This advertising campaign was completely based on community involvement. We created an event and an in-game, every game ritual whereby Minnesotans created the ice surface the team skates on, from water sourced from their family ponds, favorite lakes, and backyard hockey rinks. The fans engagement became the advertising platform.