MLB KOREA

Baseball is something else.

MLB needed to plant their pennant in the ground on their arrival for the Seoul Series. They wanted to talk to both people who have an undying love for baseball and people that know nothing about it other than the NY and LA hats are pretty cool merch wear.

We decided to create a world that felt both capitalized on MLB’s culture, but also introduced itself authentically to the fans and prospective fans in Korea.

We took the Pocha, a staple in Korean culture and combined it with a menu of specially curated ball park bites that mixed parts MLB and Korea in an exciting way.

We created everything from the Korea version of the global tagline to teaser videos drumming up the event along with a full-scale 3 day event in the middle of Korea’s hottest pop-up street.

Pojangmachas a.k.a Pochas are a staple in Korean culture.
”GET YOUR FRESH HOTDOGS!”
Hotdogs go hand in hand with MLB. You can’t have one without the other.

GOLDEN GLOVE HOTDOG (KIM HA SEONG)

REACTIVE (BAT FLIP)

REACTIVE (SMOOTHEST SLIDE)

🌭 THE POCHA EVENT 🌭

Wieden + Kennedy Seoul
Creative Director: Dan Koo / Max Pilwat
Art Director: Shohei Kawada
Writer: Max Cameron / Andrew Miller
Designer: Hui Hwang