New Work

The Minnesota Twins Debuts Bold New Look

To help propel the Minnesota Twins into the 2018 season with a killer roster and sky-high expectations, the team has launched a new look and feel and fully-integrated campaign titled, “This Is How We Baseball.” This is the first campaign for the Twin’s with their new agency of record, Carmichael Lynch.

“Carmichael Lynch has truly captured the excitement and anticipation for the 2018 Twins baseball season,” said Nancy O’Brien, Minnesota Twins Vice President, Brand Marketing. “This Is How We Baseball brings to life the energy of our team, our fans and of Target Field not only in a fresh and exuberant way, but one that is unique to Twins Territory. We are excited to see the campaign continue to unfold throughout the season.”

The campaign brings the team’s new attitude (and rocket shoes) to life through a design-driven look and feel that truly embodies the unique excitement of going to a game at Target Field.

“We’re thrilled to help tell the story of our hometown team,” said Carmichael Lynch CCO Marty Senn. “The Twins have a great young team that’s poised to have an amazing season, and we wanted to give them a look-and-feel that could capture some of that swagger, and also give you that feeling of being at Target Field in the summer.”

The new look and feel infiltrates all elements for the team from TV down to tickets and season ticket holder packages. The “This Is How We Baseball” campaign includes two 30-second spots that will air in the Minneapolis-St. Paul market, including:

  • “Buck Yeah” – Joe’s ready. Jose’s ready. Byron? Yeah, he’s ready. The Twins are back for a fresh season with a fresh new look and feel
  • “Won’t Stop” – When it comes to building momentum for the 2018 season, the Twins just can’t stop.

“Buck Yeah” is running on KARE-TV, Fox Sports North, KMSP, KSTP, WCCO and others. The two spots will also appear on the Twin’s social channels. “Won’t Stop” premiers March 12. The new look and feel extends to out-of-home elements, radio, digital display and collateral design for the team. The team will also be running digital banners, paid social and radio.

The Twins chose the Carmichael Lynch as its agency of record following a competitive review last summer.

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