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Insight: New York Yankees fans are committed to tradition and a feeling of authenticity. Yankees baseball players have become legends in popular culture, not just baseball culture.
Opportunity: Demonstrate Sunrun's commitment to Yankees fans by giving them a once-in-a-lifetime experience that let's them relive Yankees history and connects the power of light and energy with Sunrun solar.
Bronze ONE SHOW CREATIVE BOOT CAMP
Event/Experiential Consumer Advertising Campaign
Light Up The Bronx is a one night experience to reward Yankees fans for their commitment to the Yankees. The energy and excitement that is harnessed will give the team that extra boost to bring it home in their last home game of the season against the Boston Red Sox.
Meet the Bleacher Creatures, the Yankees most vocal and die hard fans. We will harness the energy and power of the Bleacher Creatures to ignite the passion in all Yankees fans.
To promote Light Up The Bronx, we will take the Bleacher Creatures to the five New York boroughs. The Bleacher Creatures will rev up the crowds, to show how the noise of the fans brings life and energy to the Yankees.
The event will be communicated throughout New York on subway lines and freeways leading to Yankees Stadium.
In the seventh inning stretch, the stadium lights will dim.
A lone cow bell will ring out across the stadium. The Bleacher Creatures will begin the roll call. A roll call of the greatest Yankees players of all time. One by one, as the player’s names are called, each player will manifest on the field as holograms in their positions on the diamond. The louder the fans cheer, the more players will appear. Joe DiMaggio will hit a home run, and as the game resumes, the Yankees will defeat the Red Sox.