Chicago Cubs advertising campaign by Creative Director Scott Serilla.
For the Cubs' 150th season, I created a yearlong 360° ticketing campaign as part of a four-person independent team working directly with the front office.
The challenge: bring new energy to a 150-year-old franchise without pissing off its fiercely tradition-bound fans.
As an endlessly flexible system, "THIS" became shorthand for the magic of being at a one-of-a-kind ballpark, cheering with 40,000 fellow family members.
Ticket numbers outpaced previous seasons as soon as they went on sale in February. But the best part was watching fans embrace "THIS" online and at Wrigley.