winning.work

Agency:

Client:

Description: A brief description of this work and the creative idea:

We turned Seattle Kraken’s 2024 Tuesday mid-afternoon home opener into a call to arms for everyone to play Hooky for Hockey.

The Brief: What were the main challenges? What were the key objectives? :

The Seattle Kraken were tapped to be first on the docket for NHL's first-ever triple header opening day. While that should come with great momentum, the challenge comes when it’s also the worst 2024 home opener time slot in the league - a 1:30pm game on Tuesday in October. Where other teams may have sulked at the slot, we saw it as an opportunity to create a movement fans could lean into rather than complain about.

Solution + Results: How did you solve the brief? What were the top three results?:

We gave fans an excuse to attend. Literally.

A print ad (also distributed digitally) offered a “doctor’s note” to all Seattleites from Buoy, the Seattle Kraken’s brash and cheeky mascot, excusing them from their previously scheduled commitments. Influencers rallied crowds to play hooky alongside them. Digital and social fueled the energy and offered timely reminders. .

With over 5 million impressions, love from ESPN, 150,000 engagements, and a sold-out crowd, we proved Tuesday afternoon can still fuel quite the turnout.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

AI Usage: Was any AI used in this project?:

Cascadia Creative Awards

Hooky For Hockey