Inspiration…
Analog hero asset.
Challenge: Identify a natural intersection between baseball and a beer brand synonymous with relaxing by the beach.
Insporation: Despite being two completely disparate notions of cheering wildly for your team and relaxing beachside, we identified an intersection that seamlessly linked the two together: Waves.
Action:
Using oceans waves and stadium waves as our creative through-line we created a first-of-its-kind pre-season soundtrack to help fans get into a stress-free state of mind or what we called “Play Mode.”
Pulling from pop culture, we launched with a piece of social content (featuring Mookie Betts) that harnessed inspiration from “The Dude” in the Big Lebowski, who used sounds from his favorite past time (in his case bowling) to achieve a Zen-like state.
Ensuring our campaign and hero asset were as unexpected and enticing as possible, we leaned into the popularity of analog audio, dropping our soundtrack not on a streaming service, but on a limited edition 80’s style cassette.