DEMARINI BASEBALL

The Demarini brand has grown exponentially over the years, thanks in large degree to their long history of game-changing bat design innovation and a rogue, in-your-face brand persona. Ask any kid who plays baseball and they'll tell you that Demarini bats pack some serious cred. 

The challenge: sell a new line of high-end, $350 bats to 13- to 18-year-old players. Sure, we knew the parents would probably get cajoled into coughing up the cash, but history told us that the kids would clearly drive the purchase decision. 

With that bit of insight in mind, we came up with the idea to center the campaign around a group of quirky spokes-characters named the D-Team. Each ad headline was a big, bold quote attributable to a different character. In addition to advertising, we created a series of limited-edition trading cards and D-Team mini-figurines that were offered as a gift with purchase and as a handout at youth baseball tournaments and events. Character Design: Big-Giant. Art Director: Eric Stevens/Tower of Babel.