To celebrate 40 years in Chicago, Southwest wanted to show up like the number one airline in the Second City. So, we went all in with a 360° takeover in United Airlines’ own backyard. A deep dive into local Chicago insights let us pack the campaign with insider references to sports culture, neighborhood rivalries, weather quirks, lingo and local partnerships.
We also pulled off an OOH takeover with over 300 contextual headlines covering every corner of the city, from turnstiles and bus shelters to 40-foot murals. A few of them even going viral across Chicago-based social accounts like @secret.chicago.