As the Cubs emerged as playoff contenders, we saw an opportunity to reframe the narrative for a fanbase long defined by heartbreak. The campaign centered on one of Wrigley Field’s most iconic symbols—the “W” flag—and turned it into a bold declaration of a new era. By tapping into tradition while embracing a winning mindset, we helped loyal Cubs fans move beyond the “Lovable Losers” label and rally around a team ready to own its success. The result was a unifying moment that captured the pride, hope, and momentum of a city on the rise.