GEICO came to us as a sponsor of the NHL to work on a concept that they could bring to Fan Fests at a few tournaments: Winter Classic, 4 Nations, and the Stadium Series. So we had to think about not only an idea that would engage, entertain, and educate fans - but one that could be templatized across tournaments and used for future events. We also had to incorporate their ongoing Fan Advantage program with the NHL where they reward top fans in the NHL. So here’s where we took that:

Hockey games and tournaments are celebrations of all things hockey. And most brands do exactly that: celebrate hockey. But GEICO will be celebrating someone else… The ones who cheer themselves hoarse. Or wear the same jersey for two months. Or don’t shave all season. All to give their team a fan advantage. So while everyone else is celebrating the players, GEICO will celebrate the ones who do even more for their team - the hockey fans.

Introducing The GEICO Hall of Fans.

A space designed to showcase & reward the most passionate hockey fans with more opportunities to score the fan advantage and go all out for their team. The experience started with a warming tunnel (Winter Classic was held on New Years Eve in Chicago) which led you into a Photo Booth creating your own hockey player card with stats, seeing your card amongst other fans, and reading about other historical fan moments all nestled around items we borrowed from the real NHL Hall of Fame.

And to keep this sustainable for future events and to help not mess up any of our art - the “warming tunnel” was a bit of smoke and mirrors. We used lights that we turned red to signify heat, while using vents to bring in hot air. And if it was hot outside, could turn the lights blue and bring in cool air.