The 2017-18 season marked the Tampa Bay Lightning’s 25th Anniversary and our 6th year working with the team as AOR. To commemorate the occasion, we created an illustrative Be The Thunder campaign platform that is equal parts nostalgic, sophisticated and gritty. The visual style allowed us to not only reflect on past triumphs, but also serendipitously honor a team that has risen to the top of the NHL, while also paying tribute to the Bay-area fans that continue to support the team in record numbers. The campaign echoed throughout Tampa Bay with the help of TV, radio, ambient, and innovative uses of media. Finally, a new addition to our Distant Thunder campaign series – this time from New Zealand – showed the world yet again just how far Lightning can travel.