As the last of the winter storms were hitting the South, the creative team at Erwin Penland, the agency of record for the Greenville Drive baseball team (the Single A affiliate of the Boston Red Sox), developed a pair of billboards to remind South Carolina commuters that baseball season was coming. The first billboard, showing a simple snowball, stayed up for one week, during which time speculative chatter bubbled up around town, and friends of Erwin Penland kept inquiring if the agency was responsible for the mysterious “snowball ad.” When week two rolled around, the message was finally revealed: snow and ice were thawing and spring baseball was just around the corner.