2015 Multi-Media Campaign
“WE ARE SF WE ARE GIANT” is a proclamation of the San Francisco Giants unique relationship with its fans and a celebration of their 3rd World Series in 5 years. The campaign begins with a 60-second black and white film showing San Francisco the night of Game 7. It continues with a series of soulful spots featuring intimate off-camera conversations with Giants players and coaches, set against slow-motion highlights of the most memorable moments from the championship season.
Winning the World Series for a 3rd time in 5 years virtually guaranteed season tickets would sell out instantly. So we asked ourselves, what can we do to help sell out the next three years? What was the biggest threat? The answer was the newly-crowned NBA Champion Golden State Warriors and their plans to build a new stadium right down the street from the Giants AT&T Park.
We took all the voltage and power and excitement of winning the World Series and gave collective credit to San Francisco, as an entity that binds fans in spirit, if not geography. We began by featuring a moment in time every SF fan stopped what they were doing to witness greatness we proudly call our own. Intimate, authentic player interviews over lush footage provide the balance of the content that made 2015 one of the most beloved campaigns ever.
As predicted, the Giants were able to sell out their season tickets quickly, and most of the available single game tickets as well, even before the season ever began. More impressively social media engagement increased significantly once the campaign was launched and the campaign’s theme was echoed in fan-made signage all season long.