PRUDENTIAL CENTER

our house rules

Concept, campaign and copy lead

Prudential Center is proud to be a landmark in the heart of New Jersey. It's home to the Devils and a gathering space for all families, friends and most importantly fans. It’s a destination for hometown legends and international stars. For the rebrand, we wanted to make sure everyone felt welcome and everyone followed the rules. That’s how the new campaign was born.

Prudential Center revealed their rebranded concourse for the first Devils game of the season. The "new house" got a lot of press and attention from the local news, PIX11. Fans tagged along using the #ourhouserules. 

The campaign received a nice nod in The New York Times, with mentions from both the president of Prudential Center and ECD of the agency:

"The campaign, and particularly the “Our house rules” theme, are “about New Jersey owning something of its own,” Mr. Goldberg says, and about how “when you walk in” to the Prudential Center “you feel at home whatever the event is.”

You can read the whole article here. We also received coverage on MediaPost and Little Black Book.

Fans starting using the hashtag #ourhouserules and posting pictures on social media. 

Prudential Center took the campaign to the streets with a branded our house rules food truck. 

A video was made with collected assets from the arena to promote the campaign internally: