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The Minnesota Twins: This Is How We Baseball by Carmichael Lynch

Date: Apr 2018
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To help propel the Minnesota Twins into the 2018 season the team has launched a new look and feel and fully-integrated campaign titled, 'This Is How We Baseball.' This is the first campaign for the Twin’s with their new agency of record, Carmichael Lynch.

“Carmichael Lynch has truly captured the excitement and anticipation for the 2018 Twins baseball season,” said Nancy O’Brien, Minnesota Twins vice president, brand marketing. “'This Is How We Baseball' brings to life the energy of our team, our fans and of Target Field not only in a fresh and exuberant way, but one that is unique to Twins Territory. We are excited to see the campaign continue to unfold throughout the season.”

The campaign brings the team’s new attitude to life through a design-driven look and feel that truly embodies the unique excitement of going to a game at Target Field. “We’re thrilled to help tell the story of our hometown team,” said Carmichael Lynch chief creative officer Marty Senn. “The Twins have a great young team that’s poised to have an amazing season, and we wanted to give them a look-and-feel that could capture some of that swagger, and also give you that feeling of being at Target Field in the summer.” The new look and feel infiltrates all elements for the team from TV down to tickets and season ticket holder packages. The 'This Is How We Baseball' campaign includes two 30-second spots that will air in the Minneapolis-St. Paul market, including 'Buck Yeah' and 'Won’t Stop.'


TITLE: Buck Yeah / Won’t Stop

CLIENT: Minnesota Twins Baseball Club

Vice President, Brand Marketing: Nancy O’Brien

Senior Director, Marketing & Content: Chris Iles

Senior Manager, Advertising: Will Delaney

Creative Director: Rodd Isberto


Agency: Carmichael Lynch

Chief Creative Officer: Marty Senn

Creative Director: Troy Longie

Design Director: Milton Un

Writer: Caroline Henry

Art Director: Gideon Virgadamo

Designer: Kate Mickelson

Head of Production: Joe Grundhoefer

Account Management Team: Krista Kelly, Chris Kueppers

Senior Project Manager: Allison Sadeghi

Brand Planning: Brenna Smithson

Media Planning & Buying Team: Andrew Lapham, Brandi Freitas, Erin Lyon


Production Services Company: Matre Productions

Executive Producer: Lisa Keljik

Business Manager: Michelle Caron

Account Director: Kate Moret

Content Producer: Lisa Feldman


Edit House: Schnitt Editorial

Editor: Charley Schwartz

Assistant Editor: N/A

Executive Producer: Jill Dotseth

VFX House / Online Artist(s): Gasket Studios/Gregory Shultz

Audio Mix: SisterBoss

Sound Design: NoWare Media/Eric Olsen + SisterBoss/Micah Johnson

Post Production Audio Producer: Joel Saint John Dodson + Annie Sparrows

Animation/Motion Graphics House: Gasket Studios

Animation Chief Creative: Gregory Shultz

Post Executive Producer: Tammy Oellien

Post Producer: Dan Helgemoe


“Won’t Stop” + “Bucky Yeah” Custom

Music Company: NoWare Media

Music Supervisor: Eric Olsen/ Joel Saint John Dodson


On-camera talent: Twins players courtesy of Minnesota Twins

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