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

The poster needed to be relevant to both teams, concerts, and events too.

We already had a campaign tagline and direction, “Harris Bank, We’re Here to Help.” All we had to do was create an execution that our client liked and fit the bill for the Campaign.

What if we used our media space to do more than get people reading, what if we got them moving?

Context Copywriting (n) - Copywriting that plays off the elements or environment surrounding the media

We used Contextual Copywriting by creating an ad that used the space in a smart way–as a measuring tool.

We also incorporated the teams into the poster in an unexpected way–by showing the heights.

We helped people jump to the sky like their heroes.

I visited this poster twice. I visited once before we designed the poster to get a feel for the area.

After the poster ran for six months, I visited again, and I was so surprised and excited to find all the markings from where people had jumped up and touched the poster. It was a very gratifying moment.

The client renewed the media buy for a second year, and it stayed up for a total of two years.