DCASE
Putting the heart of the story front and center.
CHALLENGE
The City of Chicago Department of Cultural Affairs and Special Events (DCASE) wanted to use its “Chicago Made” initiative to spotlight the economic impact and career opportunities created by the Chicago TV and Film industry.
SOLUTION
We created a cross-channel campaign through a Chicago-focused lens. Why? Because this city isn’t just the “where” of the industry, it’s the “how.” We brought that spark to life by positioning Chicago and its residents as the true stars of Chicago TV and Film.
For the campaign, we used a weathered type treatment to represent Chicago's working-class mentality and leveraged the city's colors to emphasize that this isn't just our set — it's our home.
The campaign premiered all over the city. Highways. The Loop. O'Hare. You name it. Across it all, our voice showed up the same way Chicagoans do every day: all-in, authentic and ready to make some noise.
Chicagoans working in the industry played a lead role in helping us promote the multiple types of career opportunities available to local residents.