When McCann heard that longtime manager, Bruce Bochy was retiring at the end of this season, the agency knew it would need to come up with a uniquely San Francisco type of send off. Like the fog in July, nothing is more synonymous with the Giants and their fans across the Bay than the sound of a foghorn. So the agency coordinated one final foghorn blast to pay homage to its beloved manager of misfits. The San Francisco version of a '21-Gun Salute'.
Rather than tip the hat to Bochy, the agency led a Bay Area-wide Foghorn Salute to happen at high noon before Bochy’s last game. To ensure every Giants fan could participate in the ballpark, across the Bay and around the world, 215 McCann and the San Francisco Giants created a mobile foghorn button on the Giants app and homepage.
In the end, more than 20,000 mobile foghorns blasted Bochy farewell at his last game. The team also recruited local ferries, yacht clubs, marinas and sports bars. A handful of influencers and bars got custom jerseys, t-shirts, coasters and foghorn buttons like the Staples “Easy” button and instructions to sound the foghorn on their phones, too.
It is part of the wider campaign, 'It Doesn’t Get More SF.'
215 McCann –
CCO: Scott Duchon
Senior Art Director: Shawn Raissi
Senior Copywriter: Gabe Sherman
Junior Art Director: Mikey Arroyo
Junior Copywriter: Amber Jolley
Head of Production: Mandi Holdorf
Producer: Christina Chin
Producer: Jessie Ybarra
Senior Digital Producer: Neile Weeks
Director of Business Affairs: Mary Beth Barney
Management Supervisor: Laura Miley
Account Executive: Jenny Sussna