Chicago Cubs // Fly The W
Turning flying the W into “Fly The W”, was the easy part. Turning it into the most popular Baseball Postseason phrase,
possibly ever, called for the right design, frequency of use, and deployment.
#FlyTheW was used more than 3,000,000 times on Twitter and 213,800 times on Instagram,
Featured:
Adweek: How the Cubs' Marketing Evolved as the Team Went From 'Lovable Losers' to World Series Champs
Surprisingly, it was a well-known Chicago south sider’s comment that became the cherry on top of the campaign.
The season-long campaign focused on winning, and set the stage for the post-season #FlyTheW campaign
AD: Mike Maloney CW: Hayes Cascia GD: Will Phillips CD/AD: Michael Dorich CD/CW: Ron Sone