Relay the way

To raise money and awareness for the planned MLB Urban Youth Academy in Kansas City, we tapped into the most anticipated moment of the year for baseball fans–the Opening Day first pitch. This year, they wouldn’t just watch the first pitch, they’d actually get to take part in it. Fans lined up by the thousands to participate in a 15.3-kilometer game of catch across the city. And to make sure everyone could participate, we built the world’s first Wi-Fi-enabled baseball. Fans from around the world donated their messages directly to the computer inside the ball. So when it finally crossed home plate, it did so with the well-wishes of a global community inside. Ambient advertisement created by VML, United States for MLB Urban Youth Academy, within the category: Public Interest, NGO.