Winter Classic Campaign
As part of Discover’s sponsorship of the Winter Classic event, I worked as a Graphic Designer and Production Artist on a mass campaign that extended Discover’s “Unacceptables” platform into stadiums, city-wide placements, and digital channels. In addition to producing the creative, I conceived the idea of incorporating a dynamic “countdown clock” in select ads to build excitement leading up to the games.
2024
Graphic Design Art Direction Production
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OVERVIEW
A citywide campaign with over 550 placements across Chicago, from print to digital, showcased Discover’s message of acceptance during the 2025 Winter Classic event, generating 33.4M impressions in just one month.
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CAMPAIGN IDEA
“The Unacceptables” tackled the myth that Discover isn’t accepted most places by comparing the card’s 99% acceptance rate to behaviors that are socially unacceptable, while reminding fans that their passion for sports is always welcome. Through tailored messaging and bold, contextually relevant creative, we connected Discover with fans at moments that mattered most.
RESULTS
The campaign spanned more than 550 placements throughout Chicago, including stadium signage, digital boards, taxis, print, and TVs, delivering 33.4 million impressions between Dec 4, 2024, and Jan 5, 2025. Live attendance reached 41,000, with Nielsen reporting a TV viewership peak of 1.2M and an average of 920K. My concept for the countdown clock (Puck Drops In...) executions successfully heightened anticipation for the Winter Classic, driving engagement and awareness.
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Created at Discover Financial Services
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