Chicago Bears

To attract new Bears fans, we stopped selling football as a sport and instead positioned it as a lifestyle.

Rather than focus on game footage, we showed off the fun, communal experience of a Bears gameday through the eyes of real fans…

…and sent some influential Chicagoans to their first-ever game, so their followers could experience gameday from a more relatable perspective.

We expanded the Bear’s presence throughout the city with custom murals from local street artists…

…and partnered with Chicago streetwear designer Joe Fresh to create a limited-edition capsule collection.

Chicago Style Football means something different to everyone, but as our OOH shows, there’s no wrong way to root for the Bears.