It’s hard to believe, but baseball season is almost here which of course means Spring Training has already started.
But with the shortened off-season (after the Cardinals, ahem, won the World Series), HLK has been thinking about baseball for a good four months now. From ticket designs to print work for the holiday season, mailers and pocket schedules, it’s been a flurry of activity in our own bullpen.
Not to mention preparing for this year’s TV campaign.
Over the last month or so, we’ve been collaborating both internally and with the Cardinals to create memorable spots that build excitement for 2012.
But how do you hold a candle to what happened in 2011? The improbable march into the postseason? Beating the heavily favored Phillies in the first round of the playoffs? Game Six? Game 7? A parade?
Then, manager Tony LaRussa retires and Albert Pujols heads West, and we’re left with even more questions than answers.
As an agency, we set out to find ways to turn the collective anxiety of Cardinal Nation into confidence. That’s when we took a reassuring look at the roster.
This team is stacked.
Wainwright’s taking the mound. Carpenter’s back. Molina’s behind the plate. Our bullpen is solid. Berkman is moving to first. Holliday is anchoring the heart of the lineup. Beltran will patrol centerfield. And Freese, Craig, Jay and Descalso lead a strong group of young players who provide a lot of versatility for both the infield and outfield. Not to mention fan favorite and former Gold Glover, Mike Matheny, is the new manager.
As it turned out, that was more than enough fodder for reams of ideas from our talented team of writers and art directors.
After weeks of concept generation and script refining, we headed to Jupiter, Florida, with fifteen or so scripts, featuring several of the main attractions listed above. In the end, we shot nine spots in two days (a feat in itself) with the likes of Adam Wainwright, David Freese, Skip Schumaker, Matt Holliday and the one and only Fredbird.
It was a chance to showcase not only their talent but also give the fans a glimpse into the players as people. The spots will remind Cardinal Nation that we not only have a great team but also these guys are well worth the proverbial—and literal—price of admission.
Check back for updates. We can’t wait to share the finished spots.
Thanks to director Timothy Kendall and Drive Thru Productions for their role in bringing the ideas to life. And thanks to the world-champion marketing team at The St. Louis Cardinals for both their partnership and significant contribution to this year’s efforts.
Go Cards.
