Division of Labor is a small ad agency in San Francisco. Our Sharks for Life campaign for the San Jose Sharks won an Emmy in 2017. But after two years of an award winning campaign, it was time for an update.
The campaign features Sharks players doing mundane, domestic stuff around a house in San Jose; brushing their teeth, clipping their toe nails, painting miniature civil war figurines. You know, boring stuff.
Watching Joe Thornton plunge a toilet at your house isn’t much fun. But watching him kick the crap out of the Kings at SAP Center sure is.
NHL campaigns often focus on what’s happening with the players on the ice. We wanted to bring in what happens with the fans in the stands. So our outdoor campaign features the fan’s POV juxtaposed with the players POV.
It’s easier to see the puck in person than on TV. So we created a social media driven hide n’ seek game where fans could search for custom made pucks based on clues on Snapchat. Each hidden puck says, “It’s easier to see the puck in person” and has a code on the back good for 2 free tickets.
These are just a few of the clues and reactions from the Sharks Snapchat feed around our See the Puck promo.
Our Sharks player banners hang above the Sharks for Life entry staircase that lists the names of every season ticket holder and every Sharks player to ever wear the teal and black.
What a fan sees through the glass at a Sharks game is similar to what a player sees through the glass at a Sharks game.