The premise for our 2010 Oakland A’s campaign stemmed from the fact that, unlike most other MLB teams that are loaded with big name players and big time contracts, the A’s are known for raising and creating amazing young talent that eventually turn into superstars. What they lack in experience, they make up for with an extra measure of effort, creativity, and fun – playing baseball the way it was meant to be played: full of hustle and real passion. We coined this lively spirit, hard-working attitude, and deep-rooted love for the game: “Green Collar Baseball.”

Nearly a month before the start of the season, the A’s launched our “Green Collar Baseball” campaign with television and online creative (rich media and flash banners) promoting season tickets and the Opening Night game. We also produced several pieces of creative to be installed in-stadium before the season began. Then, throughout the course of the season we continued to release new television spots, transit signage, outdoor and LED billboards, print ads, and online banners – both flash and rich media – focusing both on the larger “Green Collar” brand message as well as specific promotions.

As a result of our “Green Collar Baseball” campaign, the A’s sold over 40,000 more single game tickets than the previous year. The client was so pleased with the campaign that they decided to extend it a second year through the upcoming 2011 baseball season. Our television work also placed second in the National Sports Forum ADchievement Awards, the only national, all-encompassing awards program honoring advertising from throughout the sports industry. The A’s considered this a huge success, as it was the best placing their advertising had ever received.