MLB PLAYER MANHOLES
Japanese Major Leaguers are lighting up America’s biggest ballparks—but back home, their stories still begin in familiar neighborhoods, on local fields, and in the memories of the fans who watched them grow. This campaign was created to bridge that distance. By installing artist-designed manhole covers in each player’s hometown, MLB is giving Japanese fans a way to celebrate their heroes up close—where they first picked up a bat, not just where they blast home runs today. The campaign also taps into one of Japan’s most beloved, hyper-local phenomena: the artistic manhole cover. In cities and towns across the country, manholes have become cultural icons—public art pieces that express local identity and pride. MLB joined that tradition with a new twist: each manhole becomes a living tribute, telling the story of a Major Leaguer who made it from those streets to the global stage.
And this wasn’t just a tribute—it was a nationwide hunt. Over two weeks, a new manhole was unveiled daily, sparking a wave of excitement as fans tracked them down, posted their photos, and shared their journeys online. Each scan unlocked a unique AR experience, and each visit brought them one step closer to winning a trip to see their favorite players live in the United States. From sidewalks to stadiums—this campaign lets fans walk the same streets, unlock the same dreams, and follow the same path as their hometown heroes. Animation by BluBlu. AR by Gimbal. Produced for MLB at W+K in Tokyo, Japan.
