Elevating Chicago | The 606

Case study.

RedEye cover wrap during the week leading up to opening weekend. Schedule of opening day events on back, opens up into an inside poster.

Inside poster of RedEye cover wrap.

Chicago Sun-Times front page.

Seen together throughout the city.

Targeting donors in Chicago’s art publications.

Special donor manifesto in theater playbills across the city.

Outdoor.

Chicago transit outdoor.

Outdoor along tourist foot traffic.

Strategic placement.

Divvy bike sharing takeover: inviting those already on bikes in every neighborhood to venture up to The 606.

Targeted social.

Landing page.

Placement on The 606: inviting Chicagoans up to experience the trail on opening day and all summer long.

Prompt film: Asked Chicagoans on social media to post their goals in the comment section. We would then plant them with bulbs on The 606.

Planting film: Fulfilled our promise of planting Chicagoans' goals in physical form (on biodegradable paper) directly from the comment sections.

Collaboration with perspective artist Kurt Wenner. Those walking by Daley Plaza in downtown Chicago posed for a photo-op on The 606.

Description

The 606 is Chicago’s elevated park system similar to NYC’s High Line, however The 606 is unique in that it connects multiple, diverse neighborhoods of the city. We were asked by the city to create a print campaign, but with one catch: the park wasn’t completed. Requested not to show the park itself in its current state, we took it as an opportunity and did just that: we showed everything but the park. Inspired by the mood and simplicity of concert poster art, we chose to convey the human element in two ways: we highlight what you can actually do across the trails (shooting real Chicagoans that live along the trail), and we capture the wonder from the eyes of someone on the ground witnessing Chicago on another level. In addition, at the end of the warm months we asked Chicagoans to submit their goals for the next year via social media, which we then planted as bulbs so the goals would bloom as perennials up on The 606.

For

The City of Chicago

Type

Print campaign