Washington Nationals
Spoiler Alert: The Washington Nationals won the 2019 World Series.
Owed, I think in no small part to this Postseason campaign.
The brand campaign in 2019 was based on a pretty summer blue sky. Such a tranquil image was not what we wanted as we headed into the end of summer and the fight to get into the Postseason.
I made the decision to sunset the sky starting in late August so we would pass through dusk for the Wild Card and then end up in a full black sky for the start of the National League Division Series. We opted to also transition away from the regular season taglines to adopt the team mantra of Stay in the Fight. With each round of the Postseason we heightened the drama by changing the sentiment. Once through the NLDS we switched from Stay in the Fight to In the Fight for the National League Championship Series. Once we won that series, we switched to Finish the Fight for the final round, the World Series.
Then upon ultimately winning: Fight Finished.
Side note: the number of unique assets created spanned digital, publications, web, commercials, radio, print, in-game, social media and numbered in the thousands. All created in the shortest timeline imaginable.