Delta Dental
New Jersey Devils Halftime Creative

In an effort to increase brand recognition and grow affinity among New Jersey residents, Delta Dental of New Jersey became the official halftime sponsor of the New Jersey Devils games at the Prudential Arena in Newark, New Jersey.

Knowing that hockey fans are passionate about their sport and skeptical of shoehorned product placements, the focus for the creative was to appropriate the traditions that were already in place and to put a Delta Dental spin on them. This included converting the classic “Kiss Cam” into a “Smile Cam,” building a connection between the Zamboni resurfacing the ice and a toothbrush protecting a smile, and decking out the ice crew with branded gear.

In the arena concourse, fans were greeted with on-screen graphics that tied into Delta Dental’s broader “Every smile tells a story” marketing campaign.