For most baseball batters, the major goal is a home run: “Knocking it out of the park.” For the ALS Association, the major goal is finding a cure: “Knocking ALS out of park” – and sending the debilitating disease far, far away.
To merge these two passions, Major League Baseball and the ALS Association teamed up with BBDO New York to raise awareness for the cause.
Billboards and in-store posters – which resemble the outfield wall at Target Field, home of the Minnesota Twins – are a play on the foot measurements printed on the outfield walls of baseball stadiums.
The digital component encourages fans to get involved by creating their own Home Run Selfie Generator at www.donateALS.org. Fans can simply snap a picture and, using geo-location technology, their precise distance from home plate at Target Field pops up.The suggested donation amount matches your distance. So, if you are 9,374 feet from home plate, you’re provided with the choice of giving: $9.37, $93.74 or $937.40.
BBDO New York got involved with the cause shortly after Creative Director and baseball fan Andy Knipe was diagnosed with ALS in 2000. Knipe died of the disease in 2005, after a courageous battle.
Client: The ALS Association
Agency: BBDO New York
Chief Creative Officer Worldwide: David Lubars
Chief Creative Officer New York: Greg Hahn
Senior Creative Director: Tom Kraemer
Senior Creative Director: Jens Waernes
Creative Director: Mike Boulia
Senior Art Director: Shayne Alexander
Designer: Ting Peng
Designer: Lucas Crespo
Creative (T-Shirts): Peter Alsante
EVP, Global Account Director of Operations: Linda Epifano
Account Executive: Abigail Solano
Brand Strategist: Dexter Blumenthal
Interactive Executive Producer: Katie Young
Interactive Producer: Chava Quinn
Front End Engineer: Nick Russo
Backend Engineer: Alex Massicott
QA Manager: Jimmy McGee
UX Designer: Clara SantaMaria Vargas
Media: Outdoor Media Group