ADVERTISING

OLG MLB

Chatham Plays On

Agency: The Hive

Description

OLG Brings Historic Baseball Team Back To Life

OLG partners with MLB to immortalize the 1930s Chatham Coloured All-Stars through a popular video game and a powerful film created by The Hive

Ontario Lottery and Gaming Corporation (OLG), in partnership with Major League Baseball (MLB), is immortalizing the 1934 Chatham Coloured All-Stars—the first all-Black team to win an Ontario Baseball Association Championship—in a very unique way. OLG and MLB are bringing the team’s memory back to life through baseball’s popular video game, MLB The Show 22.

OLG and MLB wants to draw attention to the important story of these baseball legends allowing their memory to live on through the global baseball community’s next generation.

Using the game’s team editor function, OLG’s creative agency partner The Hive recreated the Chatham Coloured All-Stars using historical photos and team artifacts. Family members of the team’s players, as well as the Black Historical Society of Chatham, were also consulted. The Hive then uploaded the 13-player roster to the game so anyone searching for the Chatham Coloured All-Stars in the game's Logo Vault and Player Vault can find and download the team roster and logo, and build the team themselves.

“OLG is extremely proud to be part of this effort with our MLB partners, to shine a spotlight on historical figures in our province who broke barriers and contributed to the betterment of our communities,” said Duncan Hannay, OLG’s President and CEO. “The Chatham Coloured All-Stars showed the world what it means to persevere in the face of adversity. It is an honour to help keep the team’s memory alive by introducing their story to as many people as possible, including a new generation of baseball fans. It’s part of OLG’s commitment to giving back to Ontario.”

“We wanted to make the team as accurate as possible,” said Ryan Speziale, an Associate Creative Director at The Hive. “We knew Fergie Jenkins Sr. (father of Canadian MLB star Fergie Jenkins Jr.) threw and batted left-handed, for example, so we created him that way. We wanted to be as authentic as possible.”

OLG is also showcasing the Chatham Coloured All-Stars’ legacy through a short yet powerful film featuring the descendants of the legendary players. This poignant film, developed by The Hive and directed by LeSean Harris of Fela, provides an overview of the team’s history and the players’ perseverance through racism and the era’s other challenges. It also provides a behind-the-scenes look at the meticulous effort it took to recreate the team for the video game.

"We really felt the weight of how important this team is to the community and the family members the first time we spoke with them,” said Mike Albrecht, an Associate Creative Director at The Hive. “It added an extra layer of focus to make sure we were doing it right. It felt like there was a lot at stake. We wanted to make sure we told a historic story in the right way.”

As part of the celebration to commemorate this historic baseball team, Chatham-area residents were given a front row seat at the Field of Honour Charity baseball game on Sep. 24 at Fergie Jenkins Field in Chatham. This special event was open to the public and featured two baseball games played by the descendants of the former All-Star team. Legendary baseball player, Fergie Jenkins Jr., whose father played on the 1934 team, was also part of the celebrations. In addition, people who attended the event were given an opportunity to experience the video game for themselves.

“The Field of Honour is such an important event held in our hometown of Chatham. We honour the men who played throughout all the seasons with the Chatham Coloured All-Stars on that day and get their children, grandchildren, nieces, nephews, etc. to come honour their ancestors on the baseball diamond,” said Dorothy Wallace, President of the Chatham Kent Black Historical Society. “At the root of it, we are hoping to further share the story of the Chatham Coloured All-Stars and get the recognition they deserve. We are beyond thankful to all our supporters and so grateful to OLG and MLB for the project they will be sharing at this year’s game."

OLG is also proud to support the efforts of the Chatham Kent Black Historical Society with a special cheque presentation of $25,000 for the organization.

To learn more about OLG’s and MLB’S Chatham Coloured All-Stars campaign, visit
olg.ca/ChathamPlaysOn

This professional campaign titled 'Chatham Plays On' was published in Canada in October, 2022. It was created for the brands: MLB and OLG, by ad agency: The Hive. This Film medium campaign is related to the Sports industry and contains 3 media assets. It was submitted about 2 months ago by Founder: Shannon Stephaniuk of Glossy.

Credits

Title: Chatham Plays On
url: olg.ca/ChathamPlaysOn

Client: OLG
Director, Marketing Communications: Yvonne Leung
Manager, Marketing Communications: Kate Perkins-McVey
Director, Enterprise Brand Experience and Marketing: Greg Dermer
Director Enterprise Media & Commercial Sponsorship: Lou Pagnotta
Manager, Enterprise Brand Experience and Marketing: Atefeh Zare
Manager, Commercial Sponsorships and Media: Andreia Goncalves
Director, Social Media: Lisa Bassett
Manager, Social Media: Klaudia Las
Director, Media Relations: Tony Bitonti
Director, Equity, Diversity and Inclusion: Tyjondah Kerr
VP, Communications: Jenna LeBlanc
VP, Brand and Marketing Officer: Maxine Chapman

Partner Client: MLB
Senior Manager, International Partnership Activation: Andres Zapatas
Director, International Corporate Partnerships: Khalid Basyuni
Senior Coordinator, Partnership Activation • Sponsorship: Tyler Hart

Creative Agency: The Hive
Chief Creative Officer: Simon Creet
Chief Strategy Officer: Dustin Rideout
VP Client Services: Shawna Hayman
Associate Creative Director / Copywriter: Mike Albrecht
Associate Creative Director / Art Director: Ryan Speziale
Account Director: Lauren Smith
Project Director: Tracy Chang

Production Company: Fela
Director: LeSean Harris
Director of Photography: Shady Hanna
Producer: Jeff So
Executive Producer / Founder: Taj Critchlow
Executive Producer: Fuliane Petikyan
Chief Operating Officer: Dean Rosen
Head of Production: Amir Karimi
Integrated Producer: Mikayla Fasullo

Producers: Makers
Executive Producer: Roma Ahi
Producer: Sam Hall
Play Tester: Michael Narimalla

Editorial: Married to Giants
Offline & Online Editor: Nick Yumul
Assistant: Parnika Raj
Producer: Airees Angellakis

Colour: Artjail
Colourist: Clinton Homuth
Assistant: Austin Tang

Audio: Oso
Creative Director: Harry Knazan
Creative Director: Daenen Bramberger
Producer: Kristine Lippett
VFX: Daniel Pianezza

Media Agency: Mediacom
Group Account Director: Sandra Hayes
Account Director: Goli Samii
Media Planner: Jamie Ellis
Social team:
Account Manager: Alexander Widerszpil
Account Coordinator: Lisa Rahman
Programmatic team:
Programmatic Manager: Riya Raju

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