Fly The W

Turning Historic Brand Equity Into a Modern Fan Rallying Cry

During the Chicago Cubs’ historic 2016 World Series run, we transformed the iconic “W” flag from a beloved tradition into a unifying campaign that fans could carry, share and make their own.

Fly the W connected generations of Cubs fans through a simple, powerful symbol of victory. The campaign extended across social media, broadcast, partnerships, merchandise and fan experiences—creating a rallying cry that traveled far beyond Wrigley Field.

It was a cultural moment that honored the history of the Cubs brand while giving fans a new way to celebrate one of the most memorable seasons in sports.