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.

2023 ADC Awards - Gaming

Chatham Plays On

Agency The Hive + OLG + MLB / New York

Client OLG

Category

Best of Gaming

Annual ID

ADC102_GAM000G

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: 90

Best of Discipline 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

Head of Production

Amir Karimi

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

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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