W+K New York, ESPN Celebrated the Cubs’ Win with ‘Counter’

By Erik Oster 

W+K New York celebrated the Cubs’ historic World Series win with “Counter,” the latest installment in its “This is SportsCenter” campaign for ESPN.

The “counter” in question is a dry erase board featuring a countdown documenting the “Years since the Cubs won the World Series.” At 1:26 A.M., SportsCenter anchor Jay Harris strolls through the office to erase “108” from the counter, replacing it with a big, round zero and smiling.

Like W+K Portland’s “Make Someday Today” it’s a low-key celebration that nonetheless speaks to the magnitude of the Cubs’ victory. Of course W+K has some fun with things along with the nod to the Cubs, as there are two other dry erase boards counting down other, less historic, events and functioning as throwaway gags. One of those counts down “Years since last butt fumble” (four) while the other pays homage to The Simpsons.

Client: ESPN
Agency: Wieden + Kennedy, New York
Executive Creative Director: Karl Lieberman
Creative Directors: Brandon Henderson, Erwin Federizo
Creative: Will Binder
Producer: Alexey Novikov
Head of Integrated Production: Nick Setounski
Executive Producer: Temma Shoaf
Account Team: Mike Welch, Matt Angrisani
Project Management: Kristin Daly
Production Company: O Positive
Director: David Shane
Executive Producer: Marc Grill
Producer: Ken Licata Jr.
Director of Photography: Dave Morabito
Editorial Company: Mackcut
Editor: Nick Divers
Assistant Editor: Zachary Antell
Post Producer: Sabina-Elease Utley
VFX Company: Schmigital
Lead Flame Artist: Jim Hayhow
Assist: Joseph Miller
Mix Company: Mackcut
Sound Designer & Mixer: Sam Shaffer