CNX Dream Fields Campaign
CNX Foundation dedicates millions of dollars throughout Appalachia — part of which is used to fill the funding gaps in youth athletic programs throughout the region. So when we were asked to create a TV commercial for their Dream Fields grant program to air during the 2023 PONY League World Series, we stepped up to the plate.
Our concept was simple: Juxtapose run-down fields with hopeful children drawing their own dream fields — because CNX Foundation is making dream fields come true.
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Art Direction, Illustration, Branding
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Silver Addy – Film/Video
Silver Addy – Cross-platform Campaign
Commercials
For the commercial, we wanted to show Appalachia’s real needs. We set out during golden hours to fly drones at identical altitudes across multiple fields, which ensured the shots and graphics aligned perfectly.
A shorter video was played during the games. We stuck with a simpler one-take shot that flew over a more ambiguous field — which took the campaign beyond just baseball.
Event Activations
The 2023 PONY League World Series brought in a record-breaking 185,000 attendees. Children (and mascots) in attendance were handed bland baseball cards to create their own dream fields. Cards were collected and displayed at CNX’s sponsor booth.
A print ad was created for the PONY League World Series program and on social, additional video from the production was used to create multiple organic posts that improved KPIs across the board.
