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Baker Street

To open the 2016 SF Giants season, we created a multi-media campaign leveraging the mystique and symbolism of wearing your heart on your head, and how wearing the SF Giants hat brings baseball’s most passionate fans together.

"Heart On Your Head" 2016 Anthem

The 60-second launch spot, “Heart on your Head,” tells the story of a lifelong Giants fan and his magical journey that began when he put on his Giants hat.

"Under The Hat Films" Series

We asked all the Giants players how they felt about wearing the SF hat in this internet series, “Under The Hat Films.” This reel includes three, 30-second spots called “Pride” “First Time,” and “Rally.”

  • Discovery

    Missing the 2015 post season was disappointing, but forgivable. Fans were already saying, “Wait ’til 16; it’s even.” However, the real threat was happening across the Bay, as the Golden State Warriors looked to repeat as NBA champs and steal the heart of the city.

  • Creativity

    We chose to feature a graphic symbol that has been there all along, laying claim to San Francisco as Giants turf. A symbol that unites hall of famers and rookie fans. A symbol that is as much of an honor as it is a declaration. By placing the words, “WE ARE” next to the orange “SF” stitched on every Giants hat, we simultaneously reminded sports fans who owns this city and proudly conveyed the magic connection the fans have with their baseball team.

  • Proof

    With its internet debut, the :60 film “Heart on Your Head,” was followed by a multi-media effort including broadcast, social, and outdoor. The “WE ARE SF, WE ARE GIANT” campaign created 100s of millions of views, thousands of likes, and helped the team continue its National League record consecutive sellout streak. Fans poured in the comments and engagement continued to reach record heights.

"Together We're Giant" Series

We showed fans how to use their hat to help the Giants rally. And one little girl showed the entire city how to chatter. 30-Second Web Films: “Rally” and “Chatter.”

"We Are SF We Are Giant" Film Series

Subsequent films featured fans in their favorite Giants hat, telling tales of their favorite Giant. 30-Second Web Films: “Crawford Destiny,” “Big Game Hunter,” “MVP Posey,” “Homegrown” with Duffy, Panik, Cain and Buster, and “The Illusionist” with Sergio Romo.

More "Together We're Giant" Films

The “Together We’re Giant” series continues to show how Giants fans and players work together to solve everyday problems. See Coaches Bochy and Wotus, Newcomer Span, Duffy, Panik, Pence, Cain and Crawford help SF’s youth overcome some comical situations. “Under Review,” “New Kid,” “Backyard Coach,” and “Oral Quiz.”

More "Under The Hat Films"

While we were talking to the players about their hats, we got their casual thoughts on a bunch of important topics, like “Hecklers,” “Bobbleheads,” “Promos,” “Star Wars,” “Pranks,” and “Kids.”

Every day was Orange Friday along the Embarcadero.

Season Start

From the bold orange banners hanging proudly on the ballpark, to those decorating the city's light poles, the "We ARE SF, WE ARE GIANT TOGETHER" message echoed all over San Francisco.

Wrap the N Judah? Like a BCraw double play, we were all over that.

Posey, Pence and Bumgarner could be seen riding Muni all over town.

2nd Half: "BELIEVEN"

Since the Giants had the best record in baseball heading into the All-Star break, we gave the fans what they were hoping for, an homage to the "even year" phenomenon.

We also had some fun in Social Media. These sharable Facebook posts spread wider than Bumgarner's wingspan.

“The 2016 ad campaign surpassed all goals. We continued our sellout streak by selling out all 81 games, deepened engagement of our current fan base, and created enthusiasm and support with new fans. Hat’s off to BSA.”

Mario Alioto, EVP Chief Revenue Officer, San Francisco Giants