Project 2 of 6
A 20-foot-tall poster that Got Sports Fans
Jumping with Expert Knowledge from a Bank

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 actually got them moving?

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

We used Contextual Copywriting by create an ad that used the space in a smart way–as a measuring tool. It let fans test their own vertical leap and compare the results to fun team references.

We got fans to jump, just like when they watched their heroes.

I got to visit this poster twice. Once before we designed the poster, and then once afterward. I was so surprised and excited to find all the markings from where people had jumped up and touched the poster. It was one of the most gratifying moments at my first job in Chicago.

The client renewed the media for a second year, and it stayed up for a total of two years. I felt that was a great review of the work!