We produced a poster focusing on the history of the baseball club from the 1950s to 1980s as a part of “70th ANNIVERSARY PROJECT,” the special project commemorating the 70th anniversary of Yokohama DeNA Baystars Baseball Club.

Based on a concept of “gratitude to fan’s passion that has been passed down” that was emphasized by the client during their orientation, we assumed a fictional fan who has been supporting the baseball club in the past 70 years and used a “scrapbook” as an image source for the advertisement planning as a proof that the fan has been going for the baseball club.

A collage of scrapbooks from newspaper articles focusing on a topic of each age provides a 70-year history of the baseball club, plays a role as an icon connecting new and old fans, and functions to enhance the brand image more.

We reproduced texture imitating newspaper articles in each age.

To give an impression as if fans actually had collected articles in those years, we referred to dots of newspapers in each age and used them as texture.

We pursued “the history of the baseball club chased by fans” from a perspective of reality by printing designed letters and photos and reshooting them after clipping and adopting a color that was frequently used by sports newspaper in each age.

By using the poster as a main visual for the 70th anniversary year and take measures, an average number of visitors to the stadium per game has achieved 28,000, up 11,000 (+162%), compared to that of the 60th anniversary a decade ago, meaning that the home stadium keeps operating at over 93% of the capacity of 30,000 for each game.

Besides, the home stadium holds an event that displays former uniforms of the team in commemoration of the 70th anniversary.

At the entrance of the event, the enlarged poster is displayed as a photo spot, and it functions as a promotional gadget as visitors take a photo of it and spread it through SNS.