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.

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

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

Fans were hungry for more so we got the best burger joints in Chicago to create limited edition Bears burgers only available during the season. 16 burgers for 16 weeks.

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