PLAYERS MANHOLES

Brand
MAJOR LEAGUE BASEBALL
Entrant Agency
WIEDEN+KENNEDY
Category
Industry Craft
Award
Shortlist
Festival & Year
Cannes Lions (2026)

Case Study Details

Wieden+Kennedy Tokyo for MLB Japan

Presentation Board

N bio HOMETOWN HEROES + JAPAN’S MAJOR LEAGUERS GET IMMORTALIZED IN THEIR HOMETOWNS-ONE MANHOLE AT A TIME 2 $i3m = o36K Player Manholes Local Advertising IRL Manhole inHometowns Value in Japan Visitors: Baseball is the oldest major: Teague in the world-149 years. To, celebrate_Japan's generation i, MLB stars, we created -a-kind player ia. § It's always been “America's pastime,” but in Japan, anationof the _ installed them in-each player's hor In Japan, manhol yt just it re, they're mostloyalfans,therehasneverbeenawaytopermanentlycelebrate cultural canvases. Public monut street level. Each mamhole was designed by a Japanese theirown heroes. Japanese-born MLB playersarehavingamoment _ illustrator and placed in a loc ‘ul to thaliplayer's'story. For fans, these Just = in 2025, With Shohei Ohtani asthe global face of baseball anda —_placesonamap. They became shrines. Onthe surface, they're publicart. Buttomillions¢ wave of starsmakingheadiines, Japan’sinfluenceonMLBhasnever fans, they became something bigger: proof that their players, their towns, their culture, belong in beenstronger. Yet most of these players’ storiesbeganfarfromthe __ baseball’sglobalstory. Throughillustration, placementandaugmented reality, thestoriesof Japan's spotlight,on the other side of theworld. Onlocalfields,schoolyards _greatest baseball exports were literally embedded in the streets where they began. Find one. Step and quiet neighborhoods across Japan. intothe playerstory.

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