To pay tribute to longtime manager Bruce Bochy on his retirement, San Francisco Giants creative agency 215 McCann created a uniquely San Francisco ‘Foghorn Salute’ send off.
Few things are more synonymous in the city than fog, even in July, and from the team’s bayside stadium Giants fans are familiar to the regular sounds of shipping foghorns. So the agency coordinated a final foghorn blast as an homage to the team’s respected manager in a San Francisco version of a ’21-Gun Salute’.
The Bay Area-wide Foghorn Salute to Bochy took place at noon before the manager’s final game.
The team recruited a flotilla of local ferries, yacht clubs, marinas and sports bars and, to ensure all Giants fans could participate whether they were in the ballpark, across the Bay area or around the world, 215 McCann and the San Francisco Giants also built a mobile foghorn button on the Giants app and the team’s homepage.
To further drive participation, the team also made physical foghorn buttons and sent them out to loyal Giants sports bars and restaurants, TV and radio stations and local influencers.
These influencers and bars also received custom jerseys, t-shirts, coasters and foghorn buttons (like the familiar Staples ‘Easy’ button) and instructions to sound the foghorn on their phones, too.
The initiative culminated in more than 20,000 mobile foghorns blasting Bochy farewell at his last game.
SF Giants Foghorn Salute from 215 McCann on Vimeo.
The initiative was created by a team at 215 McCann which included CCO Scott Duchon, Senior Art Director Shawn Raissi, Senior Copywriter Gabe Sherman, Junior Art Director Mikey Arroyo, Junior Copywriter Amber Jolley, Head of Production Mandi Holdorf, Producers Christina Chin and Jessie Ybarra, Senior Digital Producer Neile Weeks, Director of Business Affairs Mary Beth Barney, Management Supervisor Laura Miley and Account Executive Jenny Sussna.
Comment:
At Activative we love an emotionally powerfully sports retirement initiative and this salute adds to a strong heritage in this space.
One which is led by Budweiser who’s stand out retirement work includes its Derek Jeter’s #ThisBudsFor2 (see case study), its Dwayne Wade #ThisBudsFor3 shirt exchange (see case study) and its Dale Earnhardt Jr’s ‘Final Lap’ (see case study).
The San Francisco Giants salute is part of the ongoing, wider Giants campaign called ‘It Doesn’t Get More SF’ which began back in 2018.
Links:
San Francisco Giants
215 McCann
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