CNX Foundation dedicates millions of dollars throughout Appalachia — part of which is used to fill the funding gaps in youth athletic programs throughout Appalachia. So when we were asked to create a TV commercial for their Dream Fields grant program to air during the 2023 PONY League World Series, we stepped up to the plate.
Our goal was for an idea that would work on air, online, and on premise during the games. Our concept was simple: Juxtapose run-down fields with hopeful children drawing their own dream fields — because CNX Foundation is making dream fields come true.
For the commercial, we wanted to show Appalachia’s real needs. We set out during golden hours to fly drones at identical altitudes across multiple fields, which ensured the shots and graphics aligned perfectly.
A shorter video was played during the games. We stuck with a simpler one-take shot that flew over a more ambiguous field — which took the campaign beyond just baseball.
A shorter video was played during the games. We stuck with a simpler one-take shot that flew over a more ambiguous field — which took the campaign beyond just baseball.
Attendees were also handed cards about the program with a space to color their own dream fields.
On social, we used additional video from the production to create multiple organic posts that improved KPIs across the board.
Instagram Profile Visits up 1000%
Facebook Reach up 1,600%
Facebook Followers up 420%
Nearly half of visitors to the application landing page submitted for their own Dream Fields grant.