A Hall of Fame baseball player once said, “Baseball was made for kids, and grown-ups only screw it up.”
When we started working with the Washington Nationals this spring, we fully immersed ourselves in the brand, adopting the mindset of a lifelong fan. It just so happens that for a 10-year-old Major League Baseball team, that meant channeling our inner 10-year-old, recalling the early days at the ballpark when we shared a game and two bags of peanuts with our grandpop, and beamed about how green grass can be.
There was a lot to be excited about then. And there’s a lot to be excited about at the outset of the Nats’ 2015 season. Not only are they looking at what could be their best team to date, they’re celebrating 10 years of history-making memories. In our brand campaign, it was important to commemorate that milestone and cement the team’s connection with a transient D.C. community, overcoming the 30-year stretch when America’s favorite pastime was absent from the nation’s capital.
Throughout TV, radio, print, and social, we dialed up the emotion by recreating memorable in-game experiences, ultimately playing to the true fans – young children – and striking a chord with families.
We took it back to 2005, when Livan Hernandez took the bump and delivered the first pitch – a strike – birthing the Washington Nationals. We relived the debut of Stephen Strasburg in June 2010, and the 14 he sat down, bringing a crowd of 40,315 to its feet. And we tipped our cap to Jordan Zimmermann’s epic no-hitter last season. Through impactful design, you can almost hear thousands of total strangers’ high fives. Each of these moments raised spirits and rallied supporters. And collectively, within the brand story arc, they echo an essential truth: that the Nationals, like their fans, come to play.
- Chief Executive Officer: Shannon Slusher
- Chief Creative Officer: Darryl Cilli
- Executive Director of Client Services: Sonya Cooper
- Executive Producer: Tom Ammon
- Director: Konstantinos Psimaris
- Editor: Anderson Bradshaw
- Motion Designer: Jay Keree
- Creative Director: Brendan Quinn
- ACD: Kris Blake
- Copywriters: Elliot LeBoeuf, Rachael Silverstein, Sean Pezzulo
- Account Supervisor: Cody York
- Project Manager: Ted Quann
- Social Media Strategist: Caleb Mezzy