sofia c. cervantes
UO Hockey Team
Problem: University of Oregon fans are famous for their “all-in” mentality, fueling Autzen Football Stadium to rankings as the loudest in the nation. Yet that fire hasn’t translated to the ice rink. Despite craving high-energy social belonging, students don’t see how hockey matches their spirit. They haven’t witnessed the “warrior mentality” required to play a sport without the resources or recognition of major UO programs.
Insight: Hockey isn’t just a sport; it’s a controlled form of insanity. It takes a specific breed of athlete to knock out teeth, take stitches in the backroom, and ache to get back on the ice, all while playing as an “unrecognized,” NIL-less, broke club team. While other big-budget programs are greeted by the glitz and glamour, these players are fueled by a different type of hunger. They trade the spotlight for a ferverous, gritty love of the game, proving that the deepest pride isn’t bought, it’s bled for.
Strategy: Position UO Hockey as the challenger brand of Oregon Athletics. Lean into the fesity underdog with a maverick attitude persona to create a parallel between the players and the fans. As Ducks, we have a reputation to uphold. We’re wildly dedicated, show up, shout, and earn our own stitches in the stands.
View creative brief
The Execution:
Photo: Sydney Becker
Part 2 - The Spring Game
Problem: How do we make hockey relevant during spring term when no one wants to think about the cold anymore? How can we use the momentum from the season to cement the relationship between the team and the students for their entire college career?
Insight: Loyalty is stronger when people feel like they’ve grown with it from the start. When students begin their college experience, a new generation of players begins theirs, turning a single game into the foundation of a ritual.
Strategy: We’re selling unpredictability, hype, youth, and ownership. Heavily feature freshmen and sophomores on the team, showcasing their personalities in the rink (unpredictable, unfiltered, fearless, competitive), and introduce them as the next era of UO Hockey. We’re building anticipation around the players that students will grow with over the next 4 years. It’s a can’t-miss, annual spring ritual, so catch it before the ice melts.
Why They’ll Care: You’re not walking into a legacy event, you’re starting it. This game represents a beginning. As freshmen and sophomores are starting their college journey, the team’s youngest players are starting theirs on the ice. It may be the end of the season, but it’s the beginning of your college ritual as a hockey fan.
The Results: 500+ tickets sold. Press coverage. Tradition, started.
View creative brief
The Execution:
Problem: How do we make hockey relevant during spring term when no one wants to think about the cold anymore? How can we use the momentum from the season to cement the relationship between the team and the students for their entire college career?
Insight: Loyalty is stronger when people feel like they’ve grown with it from the start. When students begin their college experience, a new generation of players begins theirs, turning a single game into the foundation of a ritual.
Strategy: We’re selling unpredictability, hype, youth, and ownership. Heavily feature freshmen and sophomores on the team, showcasing their personalities in the rink (unpredictable, unfiltered, fearless, competitive), and introduce them as the next era of UO Hockey. We’re building anticipation around the players that students will grow with over the next 4 years. It’s a can’t-miss, annual spring ritual, so catch it before the ice melts.
Why They’ll Care: You’re not walking into a legacy event, you’re starting it. This game represents a beginning. As freshmen and sophomores are starting their college journey, the team’s youngest players are starting theirs on the ice. It may be the end of the season, but it’s the beginning of your college ritual as a hockey fan.
The Results: 500+ tickets sold. Press coverage. Tradition, started.
View creative brief
The Execution:
STRATEGY: Sofia Cervantes
AM: Jack Westphal
PM: Olivia Trobetsky
AD: Maura McNeil
COPY: Kimberly Bowman
PRODUCTION: Moses Peet & Shyla Orquia
DESIGN: Bryant Leaver & Charles Northern
MEDIA: Emily Buschelman & Jake Paugh