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Knock ALS Out of The Park

basics
Industry: Public interest & Non-profit
Media:Outdoor
Published:Oct. 1, 2019
Market:United States
Language:English
Style: Minimalism
descriptioncnen
KNOCK ALS OUT OF THE PARK
For most baseball batters, the major goal is a home run: “Knocking it out of the park.”
For the ALS Association, the major goal is finding a cure: “Knocking ALS out of park” – and sending the debilitating disease far, far away.
To merge these two passions, Major League Baseball and the ALS Association have teamed up with BBDO New York to raise awareness for the cause.
Billboards and in-store posters – which resemble the outfield wall at Target Field, home of the Minnesota Twins – are a play on the foot measurements printed on the outfield walls of baseball stadiums*.
The digital component encourages fans to get involved by creating their own Home Run Selfie Generator at www.donateALS.org. You simply snap a picture and, using geo-location technology, your precise distance from home plate at Target Field pops up.
The suggested donation amount matches your distance. So, if you are 9,374 feet from home plate, you’re provided with the choice of giving: $9.37, $93.74 or $937.40.
Minnesota is home to the campaign’s pilot launch. But, thus far, people have participated from as far as California, Norway and Australia. And there are plans for the campaign to expand to other MLB markets in the spring.
One week ago, the Twins just happened to set the all-time record for home runs in one season: 307. A coincidence? Or a hopeful sign that the days are numbered for this disease?
*(Note for those who are unfamiliar with baseball: Unlike the relatively set dimensions of a football pitch, the measurements of professional baseball fields vary greatly — which is why every outfield wall in Major League Baseball stadiums has a different foot measurement printed on it.)
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Art Director:
Design:
Account Manager:
Other credit:Creative (T-Shirts): Peter Alsante
EVP, Global Account Director of Operations: Linda Epifano
Brand Strategist: Dexter Blumenthal
Interactive Executive Producer: Katie Young
Interactive Producer: Chava Quinn
Front End Engineer: Nick Russo
Backend Engineer: Alex Massicott
QA Manager: Jimmy McGee
UX Designer: Clara SantaMaria Vargas
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