Agency: ICF Olson
Date: Oct 2017
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The Minnesota Wild NHL team invited parents of current Wild players, former Wild hockey players and a member of the US women’s hockey team to pour out water collected from their hometowns onto the ice at a recent game.

This is part of a new campaign, 'This Is Our Ice,' launched by the Minnesota Wild in partnership with ICF Olson. This campaign was built to go beyond marketing to build an entirely new tradition: inviting people from all over the state to bring their own water – whether from a local lake, pond or stream – to create the new ice surface at the Xcel Energy Center for the Minnesota Wild players to play on throughout the season. This campaign aims at bringing together the Minnesota Wild diehard fans, engaging new fans, and overall, creating a stronger sense of community by leveraging a shared passion amongst all Minnesotans to strengthen their connection and loyalty to the Minnesota Wildteam.

ICF Olson understood that in order to do this, they needed to find a shared passion amongst all Minnesotans, and leverage this commonality to strengthen their connection and loyalty to the Minnesota Wild team.

Along with the anthem video, the campaign ran across broadcast TV, pre-roll, paid social, display banners, in-arena, arena OOH and PR.


Client: Minnesota Wild

Matt Majka, President

Mitch Helgerson, SVP, Marketing and Ticket Sales

John Maher, VP, Brand, Broadcast & Production

Matt Minnichsoffer, Manager, Web and Creative Services

Bridget Johnson, Senior Marketing Manager

Phil Ervin, Digital Managing Editor/Content Strategist

Maggie Kukar, Senior Manager, Broadcasting and Production

Paul Loomis, Manager, Game Presentation

Aaron Sickman, Media Relations Director

Agency: Olson

Tom Lord, Creative Director

Corey Price, Designer / Art Director

Derek Pletch, Copywriter

Jeremy Pinches, Account Director

Meredith Engelen, Associate Strategy Director

Ryan O’Hara Theisen, Integrated Production Director

Abby Stavig, Sr. Producer & Line Producer

Kirsten O’Callaghan, Sr. Producer

Steve Peckham, General Manager/SVP, Olson Engage

Caroline Geiser, Account Director, PR

Abby Kiefer, Associate Project Manager

Production Company: Olson

Ryan O’Hara Theisen – Director

Cody Brown – Editor


Music – Marmoset

Recording Studio + Mix – Echo Boys

Color Correction – MPC NY through Ditch


Chris Hadland – Director of Photography

Steve Speers – Director of Photography

Michael Welsh / Sky Candy Studios – Drone + Operator

Nathan Armstrong – Assistant Camera / VTR

Chris Savage – Assistant Camera

Matt Muegge – Gaffer

Jeff Fischer – Grip

Bill Draheim – Grip

Jesse VanDenElzen – Production Assistant

Camera Rental – Cinemechanics

Grip Electric Equipment – Cinequipt