A celebratory, nostalgic campaign focused on the FUN of baseball to kick off the 2022 season.
Coming out of a labor dispute and lockout, Major League Baseball was faced with increasing issues around popularity, relevancy and brand voice. Celebrating the history and legacy of the game wasn’t resonating with younger audiences while attendance and viewership numbers have been steadily declining. We need to get FUN again.
Our job was to create a launch campaign for the 2022 season that captured the essence of why baseball has something for everyone. We drew parallels between the nostalgic summer fun of a municipal park to the great fun to be had at Major League ballparks across the country.
These films sat at the middle of a full campaign that leveraged our tagline “Enjoy the Show” (MLB’s nickname is “The Show”) to create a campaign that points to all the great things to enjoy about the game and its surroundings.
