MLB - Hometown Heroes Interactive Manhole Covers

To celebrate the current wave of Major League Baseball (MLB) Japanese players, we partnered with Wieden+Kennedy Tokyo to create a one-of-a-kind activation. 12 unique manhole covers were designed in collaboration with Japanese artists and placed in each player’s hometown.

From the street, it looks like public art. But through your phone, empowered by Augmented Reality, each manhole is brought to life with animations, hero shots, flames and tears - a visual story of each hero’s journey from their childhood to the major league.

A true success for the 2025 season with over 100K+ users to date and an above-average engagement time (~2min) the activation will continue to run through the 2026 season.