When all sport events where cancelled in 2020, a newly renovated Hayward Field was left standing at the alter. So USTAF asked us to bring life into the old broad, and give ‘er a way to keep connecting with the world. Even in these unprecedented times.

So we gave Hayward a Twitter, so fans and athletes could follow along and bond with them through the ultimate pandemic processing tool: Baking.

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