US Figure Skating :: 100th Anniversary Campaign

Overview:
Client: US Figure Skating
Agency: CSG
Creative Direction & Copy: Brooke Wylie
Strategy: Shannon Fern & Brooke Wylie
Designer: Daniela Silva Riera
Year: 2020-2021

The Project:
US Figure Skating engaged CSG to develop a celebratory and sweeping campaign to mark its 100th anniversary. The organization went into the campaign with twin goals of honoring its proud legacy and setting the stage for a vital and expansive century to come.

To serve the skating community, you have to know it. By way of immersion CSG conducted surveys, interviewed skaters, fans, board members and internal stakeholders, and even attended the National Championships — I cried. Twice. — in Greensboro, N.C.

From there, we developed an immersive, year-long, integrated campaign to bring the celebration of skating to fans and skaters around the country. And then we reimagined it to function in a hybrid world after COVID-19 hit.

The work ultimately informed more than a year of initiatives for US Figure Skating that played out across every USFS channel and represented the brand on a global stage.