Leo Burnett Helps Turn The Chicago River 'Cubby Blue' for the Chicago Cubs

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Chicago celebrated the Chicago Cubs with a World Series victory parade and rally Friday. And, in what could be described as a fitting nod to the end of a 108-year drought, a body of water was part of the festivities.

The Chicago River was dyed a blue hue known to fans as Cubby or Cubbie Blue. Until this week's victory over the Cleveland Indians, the Cubs had not won the World Series since 1908.

Chicago-based ad agency Leo Burnett was part of the push to dye the river.

Leo Burnett Worldwide CEO Rich Stoddart said he was approached a couple of weeks ago by employees Patrick Rynell, Alex Walentin and Matt Healy with a big idea.

"If the Cubs won the World Series, they wanted to dye the river blue, Cubby blue, that is," Mr. Stoddart wrote in a note to staffers Thursday afternoon. "So tomorrow, in partnership with the City of Chicago and the Plumbers Union, you'll see this idea come to life."

A Leo Burnett spokeswoman declined to say whether the agency helped pay, but called the effort a partnership among all three parties.

The work to turn the river from its usual less-blue-more-greenish-brown hue began Friday morning.

The work was done, local reports said, by the same group that turns the river green once a year, for St. Patrick's Day. Friday appeared to be the first time the river was turned to the special blue hue.

Cubs fans who missed the blue river can see the color in their own homes. The Cubs' hue has its own shades of paint, both from Glidden and Benjamin Moore.