L.A. Kings

Dodgers? Let’s go. Lakers? Big fan. Rams? Welcome back. Kings?…Never heard of ‘em. 

As an L.A. native, I have never considered my city a “hockey town.” And yet, we have been home to the Kings for 52 years, winning the Stanley Cup twice. I created a campaign that engages Los Angeles residents like me, who are on the periphery of sports, by utilizing humor to blend elements of L.A. culture with those of hockey culture. By highlighting hockey as an intrinsic part of L.A. life, we can reach outside of the immediate fanbase, proving that pucks and penalty boxes go hand-in-hand with pools and palm trees.