Draft Design House
Babe Ruth Baseball
Thom Fountain, Copywriter
Kaitlyn Bryan, Art Director
Youth baseball is in decline, and what’s left of community programs, like Babe Ruth Baseball, are being decimated by expensive, elite, private teams. This causes a deep divide in the accessibility of baseball nationwide. Our challenge was to make baseball appealing to the kids, but more importantly to their parents who are still the major decision makers.
We tied the appeal of baseball back to its grounded roots through a showcase TV spot that aired during the most watched World Series in decades, targeting the nostalgia of parents who remember their days playing youth sports. Then we built on that message with social content aimed towards young parents, and a minisite with stories from generations of Babe Ruth players.