I love writing decks, developing strategies, articulating how the work pays off the brief, and presenting to executives. (Really, I do.) But I also love absurdity. When Mike Krol and I were set loose on this account, we felt like we had won some kind of jackpot. Thanks to Planet Propaganda CD/Principal Dana Lytle for not throwing us out of the building when we shared our vision of The Mallard as a delusional and belligerent buffoon with a love of baseball and tasty fish dinners (but a hatred of fish sticks, which he finds crass). And thanks to Vern, our client with The Mallards, for having a sense of humor possibly more warped than ours.
Read more about this work at Dexigner.
Client
Madison Mallards
Agency
Planet Propaganda
Collaborators
Dana Lytle, Creative Director
Mike Krol, Designer
Objective
Drive individual and group ticket sales for the Madison Mallards, a semi-pro baseball team competing in the Northwoods League.
Approach
Highlight the slightly offbeat fun of a Mallards game via an absurd avatar known as The Mallard.
It’s not all fun and games. OK, maybe it is.
Whether it’s baseball or (really dumb) word scrambles, The Mallard is all about games. We distributed Mallard game booklets (complete with MALLARD WRITING PENCIL and MALLARD STRAIGHT-EDGE RULER) to hardened business types, looking to bring a bit of levity to their days and remind them that whatever else life brings, there’s always a baseball game in town.
“The Mallard dreams of being a Northwoods League pitcher. It’s a sad dream, because he can’t even pick up gravel, let alone a baseball!”
