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? Not much. 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. When Jack Hughes nets a power play goal, or Jacob Markström makes a monster save, Citizens celebrates alongside the fans as the Official Bank of the New Jersey Devils. That became the the platform: Made for This. Citizens champions your journey so you can make the most of the moments that matter.
What We Did
The campaign ran through the full regular season and NHL playoffs — social, digital, print, in-arena signage, and digitally enhanced dasherboards visible to the broadcast TV audience. Every touchpoint reinforced the same idea: Citizens is here for the big moments because it helps you prepare for them.
When the Devils weren’t on the ice, Prudential Center hosted concerts and live entertainment. We extended the “Made for This” platform to cover those moments too — same insight, different stage. The sponsorship became a full-arena presence, not just a hockey campaign.
When the Devils weren’t on the ice, Prudential Center hosted concerts and live entertainment. We extended the “Made for This” platform to cover those moments too — same insight, different stage. The sponsorship became a full-arena presence, not just a hockey campaign.
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
