MLB: Ticket of A Lifetime

In the age of highlight reels and Top Ten Plays, baseball has plummeted in popularity due to its lack of constant action. What originally attracted the masses to the game—ball players with ordinary physical builds performing extraordinary athletic feat —took a back seat to the physical specimens of the NFL and NBA. Little League Baseball participation in the U.S. has declined by 25% since 1996, further proving that Major League Baseball's "steroid-era" has caused the game to lose touch with a generation of fans.

We needed to remind people why they love baseball and attract a younger audience to MLB stadiums. The campaign brought a new energy to the game and helped drive ticket sales. MLB finished the season with over 74 million in attendance—sixth-best in the league's 145-year history—and everyone had a reason to go catch a game.