This is How
We Play

Client

Nike

Intro

Youth culture is creating the future with an absolute disregard for traditions or how things used to be. This is also true in baseball: they'll play if they get to play their way. "This is How We Play" was a campaign designed to grow youth interest in diamond sports by inviting them to make the game theirs and show everyone how they play it their way.

We played with the norms of the game, hijacking the traditional 7th inning stretch sing-along “Take Me Out to the Ballgame,” and reimagining it with the same IDGAF attitude young athletes have about baseball’s conventions. For the final punctuation mark, our call-to-action was the reclaiming statement, “We’re Up.”

Distinct teams, distinct cities, distinct spirit. During the MLB World Series, the invitation continued by celebrating how each city makes the diamond uniquely theirs.

Collaborators

CCO: William Esparza
CW: Julian Vargas