MLB: Baseball Is Something Else

Baseball has always been a storied game with deep traditions and rich history.

It has endless stories, legends, quirks and superstitions that make baseball unique. In one moment it is comfortable and nostalgic, and in the next, it can be totally unpredictable.

The expected and the unexpected collide so perfectly in baseball and Major League Baseball tapped W+K to find a way to capture this unique intersection.

In order to drive growth globally and welcome new fans into the fold, we decided to reinforce the emotional bonds fans forge with the sport, its clubs, and players. The result was a new global creative brand platform, “Baseball is Something,” which focused on highly relatable stories that highlight the players, ballpark experience, and history of the game.

The campaign shows how baseball is a fan experience like nothing else on earth. Through illustrative films, OOH in Times Square, a New York Times ad, and digital media, we elevated the idiosyncrasies, charm, generational ties, and near-impossible athletic feats—the things that all come together in ways they only can in baseball.

“You don’t need to put a false spin on the game to get people interested. It has endless stories, lore, and larger-than-life characters. The sights, sounds, and smells of baseball are a potion that takes hold of us. So, we just let the game—with its unique elements—speak for itself.” - Josh Bogdan (Creative Director)