For this project, we had an incredible media buy: over twenty feet of wall space inside the United Center, home of the Chicago Bulls and Blackhawks.

One challenge was that the poster needed to be as relevant as possible to both teams, concerts, and events.

Our client, Harris Bank, was already running a great brand campaign across media outlets with the tagline, “We’re Here to Help.” Our mission was to adopt the campaign for this twenty foot media buy.

With so much space, we wondered, “What if we did more than got people to read? What if we got them moving?

Contextual Copywriting (n) - Copywriting that references the environment or media buy

We used Contextual Copywriting by creating an ad that used awareness of its own space—all twenty feet of it. Fans could test their vertical leap and try the jumping tips.

I personally love contextual copywriting because I think it adds a smart or aware tone to the brand, which is a great choice for a bank. Our client enjoyed the poster and renewed it for a second year.

Once, I visited the poster for myself to grab a photo. I was delighted to find shoe markings where people had leapt off the poster. In hindsight, I wish I’d gotten better photos. That’s my best tip for young creatives—try to take great photos of your best work, even if you’re a copywriter.