Not Weird. Wild. Season 1

The Minnesota Wild 

Since its inception in 2000, Minnesota’s NHL team has been called the Wild. But the franchise rarely, if ever, had to take a walk on the wild side. This is the State of Hockey, after all. 

At the start of the 2021-22 season things looked different. This wasn’t the same old Wild. The team had cut ties with its two biggest stars, choosing instead to commit to a younger group of players to take them forward.  And this group was different. Led by Russian superstar, Kirill Kaprizov, this was not your vanilla “Minnesota Mild.” Rather this was a group of guys that were playing for each other.

 “Not Weird. Wild.” is a campaign custom built to help navigate these changes. Decidedly player-centric, “Not Weird. Wild.” taps into the fact that the Wild’s fanbase will love this new group of players, because this group of players truly loves each other. You can see it on the ice, and you can see it in the room. “Not Weird. Wild” is a campaign designed to  showcase the players’ unique personalities, the most fun aspects of the team as a whole, and the little nuances of hockey itself. Importantly, it’s a multi-year campaign that will help cement the bond between Wild fans and this specific group of players, which is beneficial while the Wild works through salary cap challenges. Simply put, it’s good if the fans like these players because these are the guys the next few years.  

At its core, “Not Weird. Wild.” is a campaign built to take all the things you love about the Wild, and being a Wild fan—and put a bow around them. Because being a fan isn’t rational, it’s emotional. “Not Weird. Wild.” taps into this emotion, and will be a fertile a creative stream for years to come.

Live Action

Moose Goose Zucc

We Will Rock You (coming soon)

Fiala Baby Powder (coming soon)

RADIO

MERCH