Prudential Center • Brand Campaign

Drove campaign concept, positioning and copy for globally Top 10 ranked entertainment venue.

Campaign Positioning

After spending 2020 in your room FaceTiming friends and cooped up with your family, its time get back to living again. As a nation we spend hours of our year and years of our lives lost to TV or social feeds, staring at pieces of flattened glass of various shapes and sizes, immersed in the virtual lives of ourselves and others.

Left with the feeling that more is out there, and normalcy will return in a renewed capacity. The opportunity to wake up is upon is us all, with the neighborhood venue acting as the alarm.

"Lights On" captures the spirit of a buzzing venue that exudes a self-assured, together, approachable and personality- driven experience that you’re invited to belong to. "Lights On" has a motion tied to it that’s accessible, whether its two exits or 3 stops away, singing the lyrics or Wooing after a goal, nothing can match the exhilaration. It’s conversational. It’s energetic. It’s always on.