STRATEGIST
UO HOCKEY TEAM
Students were craving something loud, intense, and a little unhinged. Turns out, it was happening on the ice the whole time.
INSIGHT: Hockey isn’t just a sport; it’s a controlled form of insanity.
It takes a specific breed of athlete to knock out teeth, take stitches in the backroom, and ache to get back on the ice, all while playing as an “unrecognized,” NIL-less, broke club team. While other big-budget programs are greeted by the glitz and glamour, these players are fueled by a different type of hunger. They trade the spotlight for a ferverous, gritty love of the game, proving that the deepest pride isn’t bought, it’s bled for.
STRATEGY: Position UO Hockey as the challenger brand of Oregon Athletics. We leaned into the fesity underdog with a maverick attitude persona to create a parallel between the players and the fans. We transformed hockey from an unknown sport into a high-stakes social ritual. Unapologetically real, wildly dedicated, and built for fans who want to show up, shout, and earn their own stitches in the stands.
The Duck Mandate: As Ducks, we have a reputation to uphold. We don’t “cherry-pick” our teams. By showing up, students help build a legacy, supporting a team that fights for every play and proving that Ducks bring the energy their teams deserve.
View full brief here
THE EXECUTION:
Countdown to Game Day
Awareness is passsive. Urgency is active. We used a high-velocity countdown to move the needle from “Hockey who?” to “I can’t miss this.” By manufacturing a sense of impending chaos, we positioned every game as a limited-time opportunity to be part of the loudest crowd on campus.
Design: Bryant Leaver & Charles Northern
Radio Spot
Spreading the noise every place we can.
Photo: Sydney Becker
Spreading the noise every place we can.
Photo: Sydney Becker
Video Spot
Killing the “club sport” stigma by proving the most intense energy was happening on the ice, not a field or court
Shot/Edited: Moses Peet
Killing the “club sport” stigma by proving the most intense energy was happening on the ice, not a field or court
Shot/Edited: Moses Peet
THE SPRING GAME
PROBLEM: How do we make hockey relevant during the finally sunny spring term in Eugene when no one wants to think about the cold anymore? How can we use the momentum from the past season to cement the relationship between the team and the students for their entire college career?
INSIGHT: Loyalty is stronger when people feel like they’ve grown with it from the start. When students begin their college experience, a new generation of players begins theirs, turning a single game into the foundation of a ritual.
STRATEGY: We’re selling unpredictability, hype, youth, and ownership. Heavily feature freshmen and sophomores on the team, showcasing their personalities in the rink (unpredictable, unfiltered, fearless, competitive), and introduce them as the next era of UO Hockey. We’re building anticipation around the players that students will grow with over the next 4 years. Lean into the hype of spring on campus, but differentiate it from football by making this feel new and fresh. It’s a can’t-miss, annual spring ritual, so catch it before the ice melts.
WHY THEY’LL CARE: You’re not walking into a legacy event, you’re starting it. This game represents a beginning. As freshmen and sophomores are starting their college journey, the team’s youngest players are starting theirs on the ice. It may be the end of the season, but it’s the beginning of your college ritual as a hockey fan. If this is your first game, there couldn’t be a better introduction.
View full brief here
Designed by Charles Northern
Designed by Bryant Leaver
The Countdown Continues...
THE RESULTS: 400+ tickets sold. Press coverage. Tradition, started.
STRATEGY: Sofia Cervantes
AM: Jack Westphal
PM: Olivia Trobetsky
AD: Maura McNeil
COPY: Kimberly Bowman
PRODUCTION: Moses Peet & Shyla Orquia
DESIGN: Bryant Leaver & Charles Northern
MEDIA: Emily Buschelman & Jake Paugh