An All-Star campaign for New Era Cap.

As the Official On-Field Cap of Major League Baseball and the MLB All-Star Game, New Era Cap turned to TMG to lead the creative for the latter event’s limited edition 59FIFTY® cap. Playing off of New Era’s trademark statement and the cap’s dual striped design, we developed the headline “This is the Cap That Shows You’ve Earned Your Stripes.” The striped design, reminiscent of the look on the “pillbox cap” worn in the game’s early days, was also incorporated into the backdrop of posters and web graphics. One of the “classic” teams, the Cincinnati Reds, served as the foundation for much of the creative with images of Reds’ stadium desaturated and given an archival look to give the campaign a vintage feeling. The red and black of the All-Star Game logo was a guide for the some of the limited edition product lines (Fan Pack and Home Run Derby) as well as some of our creative execution.