PR Newswire

Schafer Condon Carter's (SCC) Chicago Cubs World Series Victory Spot A Late Night Labor Of Love

Friday, Nov 04, 2016

CHICAGO, Nov. 4, 2016 /PRNewswire/ -- With the Chicago Cubs heading into the playoffs in late September and no way to predict the outcome, Alison Miller, VP of Marketing for the Windy City's MLB team, had to think ahead. In addition to creating a new "Fly the W" campaign for the post season, she asked Schafer Condon Carter (SCC), the Cubs agency of record, to consider how to handle a potential World Series victory. It was an off-the-record assignment that had to be secretly planned and executed. SCC's idea was to memorialize the Cubs' journey to a World Series victory through the eyes of Cubs' fans set to a song from a very famous Cubs fan, Pearl Jam front man Eddie Vedder. His song, "Someday We'll Go All The Way," is a tribute to Cubs fans' passion–and their patience–in pursuit of that elusive World Series Championship. 

"Those are truly human moments and emotions that you just can't create. You have to be there. They have to be real," said SCC's Leroy Koetz, who directed and edited the spot. "Eddie's track as the backdrop for these moments really tells a powerful story."

Shot at dozens of locations throughout Chicago while the Cubs made their playoff run, the 60-second spot incorporates footage lensed at the conclusion of the Cubs dramatic 10th inning Game 7 win in Cleveland. The final edit was finished just a few hours before sunrise that morning.  "We wanted to capture the real, genuine emotion that true, die-hard Cub fans experienced during this amazing run," said SCC Creative Director, Ron Sone. "We thought it was important that we get the real thing at that critical moment."

SCC's video production team embedded multiple crews in fans' homes, Chicago bars and even a Wrigleyville fire station to capture the moments as they unfolded. In addition, SCC shot footage at multiple games at Wrigley Field, and also pulled video from network broadcasts, Cubs' video partner Banner Collective, and Cubs' in-house video resources.

After launching on social media at 5:00 a.m. Thursday morning, the spot was viewed millions of times within a few hours. Its reach was extended dramatically as it was picked up as a news story and played nationally on the Today Show, ESPN and on broadcast media around the country. 

"The Chicago Cubs are a great American story," said SCC Managing Partner, Jim Stadler. "It goes way beyond Chicago. The Cubs are a global brand at this point and winning it all this year is a source of joy and inspiration for millions of people."

SCC's work on for the Cubs also included the World Series Parade and celebration in Chicago. "Sleep is going to have to wait," said Molly Gilles, SCC Senior Account Executive. "But this is all so exciting, you want to soak up every minute of it."

"We began this journey with the Cubs four seasons ago," said Michael Dorich, SCC Creative Director. "We've been bleeding Cubby blue every day working with this great team and absolutely loving it. To have the Cubs bring home a World Series Championship is more than we could ask for - we couldn't be more proud."

About Schafer Condon Carter

Schafer Condon Carter (SCC) is an independent integrated creative agency that delivers seamless brand content across an infinite set of consumer touch points for its clients. SCC clients include Allen Edmonds, the Chicago Cubs, Johnson & Johnson, National Pork Board, Procter & Gamble and Pepsico among others. A simple mission drives the agency's entrepreneurial spirit and results-driven culture. "Think Again." SCC's wholly-owned infrastructure of assets include SCC|Digital, SCC|Public Relations, SCC|HD Production, SCC|Design and SCC|Ventures. The agency, headquartered in Chicago's West Loop neighborhood, has a full-time staff of over a 100. To learn more about SCC, visit:


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