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Relay the Way

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To raise money and awareness for the planned MLB Urban Youth Academy in Kansas City, we tapped into the most anticipated moment of the year for baseball fans–the Opening Day first pitch. This year, they wouldn’t just watch the first pitch, they’d actually get to take part in it. Fans lined up by the thousands to participate in a 15.3-kilometer game of catch across the city. And to make sure everyone could participate, we built the world’s first Wi-Fi-enabled baseball. Fans from around the world donated their messages directly to the computer inside the ball. So when it finally crossed home plate, it did so with the well-wishes of a global community inside.
Creative Agency

Account Management: Chadwick Andrews

Chief Creative Officer: Debbi Vandeven

Executive Creative Directors: John Godsey, Tony Snethen

Group Creative Director: Derek Clark, Glen Scott

Managing Director: Ian Davidson

Senior Art Director: Jeff Schroer, Jaclyn Co, Zac Greason

Senior Copywriter: Ryan Simpson

Copywriter: Robert Abasolo

Sr. Social Strategist: Laura Brand

Technology: Jeff Geheb, Nathan Welch, Matt Bell

PR: Bill Patterson, Jamie Dierking

Categories: Events, Sports and Leisure

VMLY&R, 5 years ago