ICF is excited to announce that ICF Olson won two Golds and a Grand Clio for Best Sports Integrated Campaign of the Year at last month’s Clio Sports Awards for its work on the Minnesota Wild’s This is Our Ice campaign. The most recognizable advertising awards event, the Clios celebrate the work, the agencies and the talent that push boundaries and establish new precedents in advertising.
In developing the campaign, the team took a nontraditional approach built around a new annual ritual, encouraging all Wild fans to contribute to Xcel Energy Center’s ice for the 2017–18 season with water sourced from their local ponds, lakes and backyard rinks. Over 3,000 fans contributed water and shared their heartfelt stories over social media. The campaign generated national and local media coverage and resulted in over 130 million social media impressions and more than 4,000 social posts using #OurIce, helping drive the Wild’s best single game ticket sale weekend ever.
“Lakes, rivers and ponds canvas the state and Minnesotans cherish their connection to these beautiful waters and the sport of hockey,” said Bryan Specht, president of ICF Olson. “We’re fortunate to have a 20-year partnership with this outstanding client who recognized the authenticity of the idea as well the opportunity to create a new tradition in the State of Hockey rather than just another marketing campaign.”
In total, the team was honored with over 20 awards for the This is Our Ice campaign from local and national events including a Silver Pencil at The One Show, a Gold Addy at the National Ad Fed Awards and an “ADchievement Award” at the National Sports Forum.
One of the world’s top 50 marketing and communications agencies, ICF Olson offers uniquely broad and deep expertise across the entire spectrum of marketing services including advertising, digital engagement, public relations, loyalty, customer relationship management and brand management. This includes a wide variety of strategic branding and design, experience strategy, advertising, connections planning, digital strategy and content services.