The Challenge
As the Official Bank of the New Jersey Devils & Prudential Center, awareness in the sponsorship was low heading into the 2024-25 season and consideration hadn’t moved. The tension at the center of the brief: what does banking have to do with New Jersey Devils hockey? The task was to make Citizens feel like it belonged in that context, and not like just another logo in the arena.
The Insight
Hockey fans need banking services and advice to make sense of their money. The financial clarity they get when they bank with Citizens allows the Jersey faithful to make the most of the big moments on the ice — the moments we're all made for as fans. That became the platform: Made for This. Citizens champions the fan journey so they can make the most of the moments that matter.
What We Did
The campaign ran through the full regular season and NHL playoffs, spanning social, digital, print, in-arena signage and digitally enhanced dasherboards visible to the broadcast TV audience.
When the Devils weren’t on the ice, Prudential Center hosted concerts and live entertainment events. We extended the “Made for This” platform to cover those moments with the same insight, so the sponsorship became a full-arena presence.
When the Devils weren’t on the ice, Prudential Center hosted concerts and live entertainment events. We extended the “Made for This” platform to cover those moments with the same insight, so the sponsorship became a full-arena presence.
My Role: CW
Digitally Enhanced Dasherboards
These banners were digitally projected onto the boards and only displayed for the broadcast tv audience.
In-Arena Signage
Social
Digital Banners
Other Events @ Prudential Center
When the Devils aren't playing on home ice, Prudential Center hosts a variety of concerts and other live entertainment events. We iterated the "Made for this" campaign concept to emphasize the experience of attending one of these live events, reminding fans that the financial clarity they get with Citizens allows them to make the most of the moments we're all made for as fans.
My Role: CW
Events In-Arena Signage
Pru Center Entertainment Banners
Credits
CW: Andrew Ralston Smith
AD: Shawn Anderson
Animator: Katie Covino
