American Airlines | Chicago OOH Campaign

“From O’Hare to Almost Anywhere”

American Airlines is Chicago’s second largest airline (right after United). To promote its local presence, robust network and nonstop summer flights in and out of O’Hare Airport, we created a campaign tailored to the people and culture of Chicago.

We tapped Chicago’s lingo and local insights to craft copy that, despite being direct, resonated for its humanity and humor.

*"Dibs" is a Chicago tradition where people save parking spots using chairs, sawhorses—even trash—to show that a space has been cleared of snow and is already claimed.*

*The Dan Ryan Expressway, known as “the Dan Ryan” in Chicago, is infamous locally for its heavy traffic and tricky-to-navigate nature. This billboard was placed along the route to the Dan Ryan.*

*The Buckingham Fountain is a Chicago landmark and one of the largest fountains in the world. Featured above is the Cibeles Fountain, a landmark in Madrid.*

"Fly the W" is a popular catchphrase associated with the Chicago Cubs signifying a win. The phrase refers to the raising of the white "W" flag, traditionally displayed on the scoreboard at Wrigley Field after a Cubs victory. The tradition began in the 1930s, as a sign for neighbors or elevated-train riders to know the outcome of the Cubs game. This billboard was placed just a few blocks from Wrigley Field.

Digital Billboard
On the highway to O’Hare, a digital billboard cycled through the campaign’s key messaging:

Synced Bus Shelters
In Downtown Chicago, the campaign came to life at ground level through an alternating series of synchronized, 10s video loops.

Social Media
We also took the campaign online, adapting it for testing across a range of social statics and video.

*Chicago’s Northerly Island is a man-made peninsula where the Century of Progress World Fair (1933–1934) took place. It now offers a lakefront park with a concert venue, beach, and natural areas.*

Not too shabby for a campaign cranked out on a shoestring budget in under three weeks!

CREDITS:
Agency: Walton Isaacson
Group Creative Director: Matt Wiener
Senior Creative Director / Copywriter: Humberto Belli
Creative Director / Copywriter: Anthony Brooks
ACD/Art: Alex Haglund

American Airlines | Chicago OOH Campaign

“From O’Hare to Almost Anywhere”

American Airlines is Chicago’s second largest airline (right after United). To promote its local presence, robust network and nonstop summer flights in and out of O’Hare Airport, we created a campaign tailored to the people and culture of Chicago.

We tapped Chicago’s lingo and local insights to craft copy that, despite being direct, resonated for its humanity and humor.

Digital BillboardOn the highway to O’Hare, a digital billboard cycled through the campaign’s key messaging:

Synced Bus SheltersIn Downtown Chicago, the campaign came to life at ground level through an alternating series of synchronized, 10s video loops.

Social MediaWe also took the campaign online, adapting it for testing across a range of social statics and video.

Not too shabby for a campaign cranked out on a shoestring budget in under three weeks!

Digital Billboard
On the highway to O’Hare, a digital billboard cycled through the campaign’s key messaging:

Synced Bus Shelters
In Downtown Chicago, the campaign came to life at ground level through an alternating series of synchronized, 10s video loops.

Social Media
We also took the campaign online, adapting it for testing across a range of social statics and video.