2011 4A's IAAS Winner
The Chicago Cubs enlisted teams of young advertising professionals to help them re-engage with the highly
elusive Millennial generation. Each team was tasked with presenting research, strategy, and media plans to
create a plausible integrated campaign.
By leveraging the past we encouraged the Milleninal generation to discover how to be a fan. We did this by
poking fun at the unique ways they celebrate and contrasting them with a voice of the past.
The Chicago Cubs enlisted teams of young advertising professionals to help them re-engage with the highly
elusive Millennial generation. Each team was tasked with presenting research, strategy, and media plans to
create a plausible integrated campaign.
By leveraging the past we encouraged the Milleninal generation to discover how to be a fan. We did this by
poking fun at the unique ways they celebrate and contrasting them with a voice of the past.
(copy) We dressed liked idiots. Cold days: shorts. Hot days: shorter shorts. Can’t beat the tan from the bleachers. Tube socks, windbreakers, acid-washed jeans... they were all terrible... but they all matched one thing, our Cubs jersey. We made Wrigley what it is today & stuck with ‘em no matter what. So wear your accessory scarves, Wayfarers, and skinny jeans. They all look great with Cubs gear. It doesn’t matter how you do it, just Prove You're a Fan.
(copy) We couldn’t tweet the score. We had to hold our glasses high and proclaim our victory. Social network? We called that a bar. And a “poke?” Well let’s just say that was frowned upon in most places. We made Wrigley what it is today and we stuck with ‘em no matter what. So sing louder, tweet bolder, and check-in more often. It doesn’t matter how you do it, just Prove You're a Fan.
(copy) We didn’t have TVs bigger than our living rooms. And sofas? We chose the Bleachers. Watching the game with friends? Wrigleyfield had 46,000 of our closest. We made Wrigley what it is today & stuck with ‘em no matter what. So cheer harder, have a hot dog & get out of that dump you call an apartment.
It doesn’t matter how you do it, just Prove You're a Fan.
It doesn’t matter how you do it, just Prove You're a Fan.
