2016 Integrated Campaign
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.
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.
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.
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.
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.
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