The 2022 MLB season began with a labor dispute and a 99-day long player lockout, meaning the season was in jeopardy. The Phillies came to Truth & Consequences with a simple ask: “how can we get people thinking about baseball?” 

 

After a week of brainstorming and developing concepts, we landed on “Because Baseball”. The campaign took the sensory aspects of the game — fresh cut grass, a dirt-filled uniform, the Phillie Phanatic’s fur — and simply presented them as a reminder of what baseball felt like and that it would return. While simple, the challenge of the execution was being able to have the confidence and restraint to do this because of how different it was from typical professional sports campaigns

 

The campaign resonated with fans and exploded online, garnering publicity and recognition from social media and industry pubs such as Communication Arts and Muse by Clios.