THE CHALLENGE

How do you excite casual fans about Postseason baseball without alienating the core fans who already live for October? And how do you meet the magnitude of the moment?

THE SOLUTION

We tapped Pharrell to create the campaign's soundtrack and appear on-screen with his gospel choir, Voices of Fire. He translated Postseason drama into music culture. The campaign evolved throughout October, with custom voiceover and player footage for each round. 'October Hits Different' became the rallying cry on social media, punctuating the biggest moments across platforms.

THE RESULTS

Most-watched World Series globally since 1992. The highest viewership for the MLB postseason since 2010.