To raise money and awareness for the planned MLB Urban Youth Academy in Kansas City, we tapped into the most anticipated moment of the year for baseball fans–the Opening Day first pitch. This year, they wouldn’t just watch the first pitch, they’d actually get to take part in it. Fans lined up by the thousands to participate in a 15.3-kilometer game of catch across the city. And to make sure everyone could participate, we built the world’s first Wi-Fi-enabled baseball. Fans from around the world donated their messages directly to the computer inside the ball. So when it finally crossed home plate, it did so with the well-wishes of a global community inside.
Ambient advertisement created by VML, United States for MLB Urban Youth Academy, within the category: Public Interest, NGO.
Global Chief Creative Officer: Debbi Vandeven
Chief Technology Officer: Jeff Geheb
Executive Creative Directors: John Godsey, Tony Snethen
Group Creative Directors: Derek Clark, Glen Scott
Managing Director, Brand Planning: Ian Davidson
Senior Art Directors: Jeff Schroer, Jaclyn Co, Zac Greason
Senior Copywriter: Ryan Simpson
Copywriter: Robert Abasolo
Senior Client Engagement: Chadwick Andrews
Technical Consultant: Nathan Welch
Supervisor, Social Strategy: Laura Brand
Creative Technologist: Matt Bell
Channel Director, Public Relations: Bill Patterson