OBJECTIVE:
Undefined Creative was recently tapped by the NHL on an ad campaign that uses 3D animation and a dose of ingenuity to bring DraftKings fantasy hockey gaming to life. The goal behind the design-driven spots was to introduce NHL fans to the DraftKings alliance and its exciting game play experience while highlighting some of the exclusive NHL sweepstakes events DraftKings gamers have the chance to enter and win.
CHALLENGES:
With our history of delivering high-concept broadcast design to the NHL, we knew how to develop a campaign that would resonate most with the brand and its core fan base, even if facing tight deadlines. We needed to simulate DraftKings’ fantasy game playing experience in a much more exciting way than providing a screen-by-screen tutorial. So, to give the campaign its ‘hook,’ we designed 3D avatars, each representing a fantasy team’s player position. Then, combining techniques, we added a fun visual allusion to the selection process.
OUTCOME:
In the end, we delivered five different campaign elements for both broadcast and online use. The 15 and 30-second generic, call-to-action spots encourage fans to log onto DRAFTKINGS.COM/NHL (from broadcast) or DRAFTKINGS.COM/Hockey (from online) to play free, one-day fantasy hockey games, while event specific versions offer users the opportunity to win an NHL VIP experience at such coveted events as the All-Star game, Stadium Series or the NHL Awards. The spots are airing throughout the United States and Canada on NHL Network and NHL.com and its digital platforms.
PROJECT CREDITS:
NHL
Kyle Liggon, NHL Producer
Tom Schiller, NHL Producer
Undefined Creative
Maria Rapetskaya, Creative Director
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Cynthia Beauclair, 2D Animation
Ricardo Barros, 2D Animation
Hobo Audio Company
Diego Jimenez, Audio Engineer
