CAMPAIGN LAUNCH VIDEO

Ball Park spent millions of dollars and used the most advanced research tools known to man to discovered something remarkable. Their target, teen boys, are hungry ALL THE TIME. Crazy, right? But they also found out that the purchase decisions for what they’re eating are far more influenced by kids (as opposed to moms) than originally thought. So the client wanted to do something different than the "mom-buying-wholesome-food-that-tastes-good”trope that’s been prevalent in the hot dog game since forever.

They wanted to talk directly to teen boys and connect with them in a way that really resonated. And if you want to resonate with prepubescent males that means something weird, whack and almost certainly something of questionable humor. And we were only happy to oblige.

What we came up with is a manifestation of serious man hunger that lives inside all teen guys. It comes to life in the form of the largest, hairiest, girthiest arm we could find that protrudes from their midsections and helps these famished adolescents get what they really want, a big, meaty, satisfying Ball Park Frank.

We kicked off the effort with this content piece. Director Bryan Buckley.

SUSTAINING SPOTS

This was seriously maybe the best experience I’ve had in the biz. I couldn’t believe the clients were on board, can’t say enough about their courage. Even better, to cut down on talent fees we shot everything in Rio de Janeiro for THREE WEEKS staying right on Copacabana beach. Even better, having Brian Buckley behind the camera and hanging with him was a very cool experience.

We knew we connected with our target when we started seeing teens doing their own videos spoofing the giant arm gag on YouTube.

Honors: Cannes Shortlist TBS “World’s Funniest Commercials” One Show

MYHUNGER.COM

To help attract our core audience of teenage boys, we wanted to create a website for Ball Park Franks that was quintessentially “Teen Guy.” Of course, video games are a huge part of their lives, so we created a site that would appeal to their love for them, making navigating around the site a game within itself.

After the user chooses a macho form of transportation, be it a dune buggy, tank or monster truck, they are taken to a map page. Their vehicle is found in the middle of the screen, which they can drive around using the arrow keys.

The map scrolls out, top to bottom, left to right, exposing more area on the map, the vehicle always remaining in the middle of the screen. The user literally explores the site in this map format. The more they drive around and explore the more cool stuff they find.

Content on the site is accessed by driving to “destinations” found all over the map. These destinations are links that take them to other pages or sites. New content can continually be added to the site to keep it fresh by adding new destinations.

Hot dogs are also found randomly around the map that users can pick up and collect for points. They can compete with other players for points, which are posted on a leaderboard. The more points they have, the more cool stuff they can unlock.

Another love of our teen guy target are sick tricks performed on humongous ramps with a very good chance of witnessing cases of major blunt force trauma, so it only made sense to take the Ball Park concept to the Dew Tour, the preeminent extreme sports contest series featuring the world’s biggest skateboard, motocross and BMX all-stars.

Once inside our pavilion they could take part in branded games and activities or pick up cool merchandise with our distinctive arm.