After the Lightning’s stunning back-to-back playoff championships in their 2020 and 2021 seasons there was no question: if you lived in Tampa, you were Here For The Hockey.

For our regular season campaign we chose to celebrate the fact that thanks to the Lightning, Tampa Bay has grown into a true blue hockey town. Our television, OOH, and season look juxtaposed the tropical vibes of our city with the traditionally northern sport of professional hockey.

For the playoffs, our team had the once-in-a-lifetime opportunity to potentially win 3 Stanley Cups in a row. To bolster their chances we created Call To Charms, which called upon the Lightning’s famously superstitious fans to lend their lucky jerseys, charms, pucks, and more to the team for the entire playoff run. These charms traveled with the team for every single game, and helped carry them to yet another appearance in the Stanley Cup finals.