2024 Winner

To engage South Asian and Caribbean audiences traditionally not interested in baseball, the Toronto Blue Jays turned to the sport they know is beloved in both communities—cricket. The Blue Jays, with Ethnicity Matters, held a “Cricket Day at the Park” and invited cricket star Chris Gayle to hit against the teams’ pitchers. The digital campaign, “Different Game, Same Fun,” was brought to life through a split-screen visual featuring Gayle alongside a Blue Jays player.

This initiative, accompanied by cricket-themed Blue Jays jersey giveaways and accessories, led to a sold-out game on a typically low sales day in 2023. With over a million video views and 4.9 million media impressions, the campaign set a new
MLB benchmark.

Credits

Jason Harper, Senior Account Director - Ethnicity Matters
Mary Ann Stephens, Group Account Director - Ethnicity Matters
Bobby Sahni, Co-founder - Ethnicity Matters
Wendy Castillo McFarlane, Managing Director - Ethnicity Matters
Waseem Shaikh, Group Creative Director - Ethnicity Matters
Guatham Seran, Creative Director - Ethnicity Matters
Aakash Patel, Media Director - Ethnicity Matters
Prachi Bhudeka, Media Manager - Ethnicity Matters
Kelsey Home, Chief Creative Officer - No Fixed Address
Alexis Bronstorph, Chief Creative Officer - No Fixed Address