The Cubs were heating up as playoff contenders and, as their AOR, we wanted to do something special to fire up the fans. How about that old flag that’s been flying on and off in the outfield for the last 80 years?

Cubs fans are a passionate, loyal bunch. And while they’ve always stuck with us as “lovable losers,” we wanted to show them how to embrace our new status as winners with a new piece of brand iconography.

We created and launched the #FlyTheW campaign across broadcast, social and PR platforms. Since our start date in 2013, the Cubs’ market value has more than tripled per Forbes.