The Minnesota Wild

Not Weird. Wild. Season 4.

When you handle marketing as the agency of record for a pro hockey team, your success relies on your ability to do two things very well: 1) create a regular season advertising campaign that bonds fans to players and 2) design a motivating playoff theme capable of upping the ante in the postseason.

For the regular season, we continued year four of our player-centric, personality driven “Not Weird. Wild.” campaign. The Wild roster was filled with big personalities, new additions, and players we’d yet to feature. The biggest shift in year four was to create more live-action, scripted spots—and to shoot most of them before the season began so we could roll them out throughout the year.

Often the secret to great sports advertising in to stay out of the way, and let the fans see the team up close and personal. This has been the successful recipe behind the “Not Weird. Wild.” campaign, a recipe we continued year four.