2023 Postseason

October Baseball Gets Personal

The postseason is when baseball hits different. The action this year was unmatched. New stars rose to the occasion. The power balance shifted in the blink of an October eye.

But what made this October stand out wasn’t just the intensity — it was the opportunity.

With new rules and a restructured playoff format, the Commissioner’s Trophy was more up for grabs than it had ever been, especially with two underdog teams, each of whom had won fewer than 100 games just two seasons ago, were now in serious contention.

This postseason didn’t feel like a march toward the inevitable. It felt like a wide-open race.

That was the strategic unlock that led us to: the possibility of who.

Which of the 16 teams would be the last one standing?

 We needed tune-in messaging that got fans hyped, not just for the postseason, but for that moment in the postseason. The new format. The unexpected matchups. The feeling that anyone could take it all.

And we needed a clear, consistent call to action that pulled fans in — and left them itching to watch, just to find out the answer to one question:

Who will it be?

Credits:

Client: MLB

Strategy: Anthony Holton, Alia Thompson