MELBOURNE ACES BASEBALL TEAM
A Different Ball Game.
While Australians love their ball sports, baseball just isn't on the list. To get the Aces on the radar of a sports-mad nation, we had to get people talking about baseball. With only a fraction of the budget compared to the major players, we had to hit a home run with our first and only swing. So we made a series of films where the Aces targeted Australia’s other ball sports…and beat them at their own game. The videos were leaked online through anonymous YouTube accounts and got an immediate reaction from the world’s sporting media, including being named ‘Play Of The Week’ on ESPN SportsCentre USA, and ‘Play Of The Day’ on Channel 10's Sports Tonight. Suddenly, everyone was talking about baseball in Australia. After a week of sharing, commenting, arguing and tweeting across 192 countries, the online films were released as 30-second TV spots, revealing the baseball wizards were not American major leaguers, but Melbourne’s very own Aces.
Spikes - Bronze, PR, Use of Social Media AMES - Bronze, Small Budget Campaign Campaign Brief - The Work, Cyber ESPN SportsCentre - Play Of The Week Sports Tonight - Play Of The Day Good Morning Australia x3
Case Study
Starting a conversation
Basebowling
Hole in one
Blind catcher
