#TimeToHunt: The Panthers’ evergreen campaign that is now entering its fifth season. Our marketing team was tasked with creating a new catchphrase in 2021 and when a member of our team mentioned “time to hunt” one day after a meeting, we never looked back. Working on this and finding new ways to integrate it into our copy, content, and overall ethos has been a continued source of inspiration and pride.
Vamos Gatos: The brainchild of myself and the same coworker who thought of Time To Hunt (shoutout Nicole if you’re reading this 🙂), Vamos Gatos began as a small initiative to acknowledge the Hispanic community that surrounds us in South Florida and has now grown into merch collections, takeover nights in-bowl, a corporate sponsorship entitlement asset, specialty jerseys, and a secondary rally cry for the fanbase.
Reverse Retro: A formerly annual campaign done by the NHL in partnership with adidas, we launched our Sun, Stick, & Palm jersey with a photoshoot on a yacht. Very South Florida! It was one of the best-received jerseys across the league and after we wore it for the last time on the ice, I led the charge in creating multiple pieces of content for a final send off. The example above is my personal favorite one – a player’s daughter was with us on shoot day and we gave her our Polaroid camera to capture content alongside our team. The results were more than we could have dreamed of.
Vibing Panther: What started as a drawing by a fan for Kids Day turned into a rallying cry for a fan base, a merch collection, and a brand icon that represented winning, fun, and community. She first made her debut as the Panthers' Twitter avatar for Kids Day in 2021 and eventually morphed into a tweet after every win, a t-shirt line worn by players and fans alike, and a quirky piece of a non-traditional team's branding that reached local, state, and national media.
Working in social usually means you have some sort of hand in campaigns or branding, but often can be the “hitting send” part versus having a seat at the table. My time at the Panthers has given me a chance to be one of the drivers of some of our biggest campaigns, presenting a huge learning opportunity on how to make something come to life in a long-lasting and meaningful way.