The Tampa Bay Lightning has become one of the most admired franchises in the NHL—and quite possibly all of professional sports. What’s more, the team entered the 2018-2019 season as a prohibitive favorite to contend for the Stanley Cup. We could have simply told that story with our new campaign, but there’s so much more to the Lightning than on-ice success and attendance records. There’s the symbiotic relationship between the team and the community.

Knowing that we've helped to strengthen the Lightning’s loyal and diehard fanbases, we went back to the fan ladder and identified an opportunity to speak to non-fans. People desire to belong to a community, so it became our goal to show them how becoming a Lighting fan enriches not only the Tampa Bay experience, but the human one as well.