FCB Zurich creates new campaign for Hockey Club Davos
The Davos Hockey Club is different from other ice hockey clubs. With the new season campaign from its long-standing agency, FCB Zurich, the record champion is once again charting its own unique course in communications and celebrating its distinctive characteristics and heritage.
Self-assured headlines get to the heart of the HCD's special features. In each case, the first part makes a general statement about the popular tourist destination, while the second part builds a bridge to the record champion. In spectacular illustrations, the two text modules merge into a heroic image.
Put the fear of God into your opponent
"Photographically, it is very difficult to link the special features of the field hockey club with the Landwasser Valley. Nevertheless, in order to be able to present everything in a striking way, we decided to implement the campaign with illustrations. And in a style that perfectly suits the HCD: energetic and powerful," says the creative director responsible, Andy Lusti, explaining the background to the campaign, and the former HCD junior player adds: "Our goal was to develop a campaign that would make the Davos players proud and put the fear of God into their opponents.
Davos in every detail
The lavishly illustrated motifs are peppered with loving ideas and details. In each subject, there are specific elements from the home of the HCD to discover. The Davos Wildmannli and the Bündner Steinböcke, among others, do the honors and even some personalities up to NHL superstar Joe Thornton make the heart of every Davos fan beat faster.
The campaign will be used during the current 2017/2018 season on posters, ads, social media, banners, websites, autograph cards and mailings, as well as in films and on the radio. In addition, the motifs are available as posters in the HCD fan store.
Responsible at the Hockey Club Davos: Bill Mistura (Managing Director), Marc Gianola (Head of Marketing and Sponsorship), Miriam Maurer (Marketing and Sponsorship), Markus Glarner (Communications and Media), Nina Koller, Elena Buchli (Event Manager). Responsible at FCB Zurich: Andy Lusti, Marcin Baba (Creative Direction), Paul Labun (Art Direction), Lukas Schnider, Florian Molinari, Lukas Wietlisbach (Graphics), Dominik Brülisauer, Fabian Zahner, Susen Gehle (Copywriter), Sasha Komyakhov, Paul Labun (illustration), Marie-Theres Ott, Julia Martinez, Amaru Schenkel (consulting), Olivier Walther (photo), Emanuel Büchler, Elgee Wee (content development film), Marc Neff (scoring, SLB Media).
