Roberto Clemente was the definition of a hero. He was an amazing baseball player and an even better person. That's why, in partnership with the Clemente Museum, we decided to create a grassroots, guerrilla campaign to retire his number 21 from Major League Baseball. We had very little money, so we had to be creative. Really creative. Thus, we focused on social media and celebrity influencers to help us get the word out. In addition, we designed a bunch of cool stuff that people would want to wear and share. This included posters, pins, limited edition prints, and t-shirts to name a few. Lastly, we hit the streets at pre-determined events, such as the 2017 All-Star game in Miami, armed with iPads and branded swag in an effort to interact with fans, promote the change.org petition we created, and talk some baseball. The response has been overwhelming, but we're just getting started. Look for this campaign to grow and evolve over time.
*Winner of 6 Gold, 2 Silver and The Judge's Award of Excellence at the 2017-18 Pittsburgh ADDY Awards.