ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Gaming / Brand Integration
Annual ID
ADC102_GAM008S
About the Work
In 1934, The Chatham Coloured All-Stars became Canada’s first all-Black team to win the Ontario Baseball Association Championship. Despite making history, they’ve been shut out of the Canadian Baseball Hall of Fame. Five straight times.
However, we recognized an even bigger underlying problem: without the Hall of Fame, how will this legendary team be immortalized for future generations?
By understanding the members of our community, we knew they relied on government bodies such as museums and galleries to preserve their culture and pass it on to future generations. This made us realize The Ontario Lottery and Gaming Corporation (OLG), a government body committed to Ontario communities, had the opportunity to immortalize this team in an unignorable way and keep their memory alive for future generations.
Our disruptive idea was to partner OLG with Major League Baseball and bring the entire 1934 Chatham Coloured All-Stars back to life in baseball’s biggest video game—MLB The Show 22. This idea broke new ground as we became the first to make a historical sports team playable in a video game.
We immortalized the entire 13-man roster using MLB The Show’s existing customization tools. Every single detail was accurately recreated using records from The Chatham-Kent Black Historical Society. Next, we made the roster and logo available for gamers so they could build and play as the team for themselves on PS5, Xbox One, and Nintendo Switch.
Our breakthrough idea was covered by The Canadian Broadcasting Corporation (the nation’s largest national news network), and received international acclaim from Yahoo News, AdWeek, Trendhunter, and more. Most importantly, it gave modern fans the chance to connect with this historic team, ensuring the 1934 Chatham Coloured All-Stars will be immortalized for generations to come.
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
The Hive
Client / Brand
Olg
MLB / New York
Production Company
Fela / Toronto
Chief Creative Officer
Simon Creet
Creative Director
Daenen Bramberger
Harry Knazan
Director
LeSean Harris
Director of Photography
Shady Hanna
Executive Producer
Fuliane Petikyan
Roma Ahi
Account Director
Lauren Smith
Goli Samii
Associate Creative Director
Mike Albrecht
Ryan Speziale
Account Coordinator
Lisa Rahman
Account Manager
Alexander Widerszpil
Assistant
Parnika Raj
Austin Tang
CHIEF OPERATING OFFICER
Dean Rosen
Chief strategy Officer
Dustin Rideout
Colourist
Clinton Homuth
Director Enterprise Media & Commercial Sponsorship
Lou Pagnotta
Director, Enterprise Brand Experience & Marketing
Greg Dermer
Director, Equity, Diversity & Inclusion
Tyjondah Kerr
Director, International Corporate Partnerships
Khalid Basyuni
Director, Marketing Communications
Yvonne Leung
Director, Media Relations
Tony Bitonti
Director, Social Media
Lisa Bassett
Executive Producer/Founder
Taj Critchlow
Group Account Director
Sandra Hayes
Head Of Production
Amir Karimi
Integrated Producer
Mikayla Fasullo
Manager, Commercial Sponsorships & Media
Andreia Goncalves
Manager, Enterprise Brand Experience & Marketing
Atefeh Zare
Manager, Marketing Communications
Kate Perkins-McVey
Manager, Social Media
Klaudia Las
Media Planner
Jamie Ellis
Offline & Online Editor
Nick Yumul
Play Tester
Michael Narimalla
Programmatic Manager
Riya Raju
Project director
Tracy Chang
Senior Coordinator, Partnership Activation & Sponsorship
Tyler Hart
Senior Manager, International Partnership Activation
Andres Zapatas
VFX
Daniel Pianezza
VP Client Services
Shawna Hayman
VP, Brand & Marketing Officer
Maxine Chapman
VP, Communications
Jenna LeBlanc
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