Every year, The Daily News runs its Home Run Payoff where subscribers of its paper can win cash in correspondence with how many home runs the Philadelphia Phillies baseball team hits.

I wanted to tap into the psyche of the baseball: what other people see as ordinary objects, the baseball fan sees as baseball oriented, especially during the game season. Baseball is on the mind of devoted fans 24/7 so everyday thoughts and language are now geared towards talking game. For example, whereas most people see the pentagon shape as resembling a house, the baseball fan see as home plate or scoring a "run". The combination of the two opposing objects spell out a baseball term such as "play ball" or "game seven".

Copy by our copywriter, Paul Siegell.

Animation below shows the three concepts used in the campaign.