Jamie Carreiro


Agency: Wieden+Kennedy

Client: ESPN

ESPN Brand is constantly focused on celebrating great sports fandom in all its forms. In the world of baseball, we recognized an opportunity to highlight a great fan behavior that was happening in San Francisco. At McCovey Cove, Giants fans take to the water in kayaks to try and catch foul and home-run balls that escape the stadium and fall into the water. To reward these enthusiastic fans we created the ESPN Hot Dog Kayak, a floating hot dog stand that gives free hot dogs to anyone on the water. We customized a kayak to add a hot dog holder, condiments, napkins and an umbrella and launched the boat on Cinco de Mayo in San Francisco. It was an instant hit on Twitter and Instagram and earned both local and national news coverage, including mentions on USA Today, mashable, BuzzFeed and the Huffington Post.