Our concept for the 2011 Oakland A's season was Green Collar Baseball. The idea spawned from the fact that the A's are a gritty, scrappy and young team. To make up for their lack of experience, they give an extra dose of hustle and effort in everything they do. We communicated this message across this integrated campaign using a mix of gritty type and textures, action-packed game stills, and consistent writing for all medias that spoke to this unrelenting passion and drive for the game that is Green Collar Baseball.
Director: DJ O’Neil Production Company: Hub Productions Agency: Hub Strategy Creative Directors: DJ O’Neil & Peter Judd ACD/Art Director: Jason Rothman Agency Producer: Angelina Dilg Copywriter: DJ O’Neil Director: DJ O’Neil Production: Oakland Athletics Editing: Oakland Athletics Music: Quickspotz