The Year is 2020. All sport events were cancelled, including the much anticipated 2020 Track and Field Trials at iconic Hayward Field. But the folks at USTAF asked us how to keep the party rolling, and celebrate the athletes and while breathing new life into the freshly renovated Hayward Field.

So we came up with The Hayward The Field, a twitter persona. Fans and Athletes could now come together and follow Hayward The Field, and bond with him through the ultimate pandemic processing tool: Baking.

Agency: Wieden + Kennedy
Writer: Jenny Vu
Art Director: Joaquin Sabarots
CDs: Ryan O’Rourke + Alberto Ponte