To create our campaign we looked at the conversation around the Cubs and found a perfect piece of inspiration. A few days before the series a player on a rival team accused Wrigley fans of lacking passion. Specifically, he said, they were not loud.

That gave us a perfect opportunity: prove that Cubs fans were some of the most passionate in the game. With an idea called “The Sound of Priceless”.

We created a sound meter app and placed it around the stadium and the city to measure just how loud Wrigley’s fans were throughout the World Series. (You could hear them a mile away) We captured the decibel readouts and fan reactions, editing and creating content real time all week. We released the 108 second (no coincidence there) film online and in social media at 12:47 am, mere seconds after the Cubs won the World Series.

On Facebook alone, the film generated over a million views and 11,000 shares, reaching 48% of our audience organically.