Only In Cardinal Nation

St. Louis Cardinals

hlk | cardinals

How Do You Top a World Series?

By building on it — that’s how. In 2012 the team would have to do more than defend a championship. It would have to prove itself all over again. Our preseason campaign for the St. Louis Cardinals in 2012 conjured up the not-so-distant past and used it as motivation for the upcoming season.

Maybe ‘how do you keep the rally going’ is the better question. And the answer is by tapping into our collective pride and anticipation. The whirlwind that was the last postseason led us to uncertainty of the team's best players. And that uncertainty led to speculation. The speculation gave way to Spring Training. And finally, we’re barreling toward Opening Day with more excitement than ever.


The Cardinals weren’t defending a championship. They were proving themselves all over again.


“When we first heard the script it gave us chills. It still does.”

Martin Coco | Director of Fan Development, St. Louis Cardinals

Martin Coco | Director of Fan Development, St. Louis Cardinals

Preseason Outdoor Campaign

2011 was a magical year for the Cardinals, but it certainly wasn’t a fluke. We took what was great about the team’s historic postseason run and showed how it would influence the next season.

HLK | cardinalsHLK | cardinals
HLK | cardinals
HLK | cardinals
HLK | cardinals

“The Cardinals are not a baseball team. They are a cultural phenomenon.”

Joe Leahy | Partner, HLK

Joe Leahy | Partner, HLK


After weeks of concept generation and script refining, we headed to Jupiter, Florida with fifteen or so scripts. In the end, we shot nine spots in two days with the likes of Adam Wainwright, David Freese, Skip Schumaker, Matt Holliday and the one and only Fredbird.

It was a chance to showcase the players' talent as well as give the fans a glimpse into the players as people. The spots reminded Cardinal Nation that we not only have a great team, but also that these guys are well worth the proverbial — and literal — price of admission.


Fan Ranking

The spots were shared through Facebook and the Fan Forum page on, where fans were invited to vote for their favorite spots.

The Fan Forum page averages 600 page visits per month. In the first month of fan ranking, we had 122,694 page visits.



  • 20 total ADDY Awards
  • 4 National ADDY Awards
  • 1 National Gold | Best Local Television Campaign
  • 1 National Gold | Best Single Local Television Spot (“Bingo”)
HLK | Dekalb