Mets Amazin’ Day

How do you dethrone one of the most successful sports franchises in history, a global cultural icon, with a local underdog that barely gets noticed, even in their own hometown?

It takes an audacious strategic idea that harnesses 63 years of heritage, the bottled-up pride of a fan base, and using an entire city as your canvas. Without a solid strategy, Amazin’ Day would have been just a local stunt. But instead, it’s the story of how the Mets beat the Yankees not on the field, but in the streets.

The Challenge: How do you outshine a team whose logo is emblematic of the city, getting Mets fans, new and old, excited to show up at the ballpark?

Insight: Mets fans wear their team’s logo not as a fashion statement, but as a badge of honor.

Creative Idea: Wear your Mets hat. Unlock NYC.

Role: Strategy Director

CCO: Michael Aimette

CSO: Todd Sussman

ECD: Stu Mair

SVP Group Account Director: Janelle van Wonderen

VP Account Director: Rebecca Malley

CD: Laszlo Szloboda

CD: Dan Grech

Junior Art Director: Ishaan Mohindra

Junior Copywriter: Daniel McCabe

Assistant Account Executive: Natalie Smith

Assistant Account Executive: Louis Carvell

Head of Production: Nick Williams

Executive Producer: Marissa Lando

Project Manager: David Wolsky