The Brief: Bring baseball into the future––or at least the present––by bringing an end to its unwritten rules.
The Idea: Give players permission to be themselves and maybe, just maybe, change the culture of baseball forever.
Let The Kids Play
It all started with a simple manifesto spot. It featured the original 'kid'—Ken Griffey, Jr.—and gave current players permission to cut loose.
Players jumped onboard the next day.
And the talking heads started talking.
And talking...
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The debate became so intense, we had to settle things once and for all on
Opening Day 2019.
It's not everyday that an ad campaign changes the culture of the brand behind it. The campaign racked up millions in earned media and sparked thoughtful conversation for a brand that has struggled at times to do so.
The campaign ushered in a new era of exuberance and fun in baseball that continues to grow stronger each day. The phrase "Let The Kids Play" has become essential baseball vernacular.