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A place where good things just happen.
When you're advertising a tourist attraction, you don't want to overcomplicate it.
And when Navy Pier, one of Chicago's most iconic places, wants to make a good time there seem effortless, we kept exactly that in mind. One of the things that stands out about the pier is that there's always something interesting going on there. From concerts, to celebrations, to firework shows, cool things just kind of... happen.
The idea is simple: show how effortless something amazing is at Navy Pier.
And we'll do it through a ton of OOH. And social. And maybe some print, too.
But why stick to conventional billboards? What if ours actually benefitted the people of Chicago?
The midwest is known for its wind turbines that generate nice, clean energy. Navy Pier, in an abstract way, generates some pretty great energy for Chicago. What if its advertising did too?
The billboard, featuring the Centennial Wheel at Navy Pier, would actually have REAL wind turbine blades that would collect energy and send it back to the city of Chicago. Not only would it look cool, it would literally generate effortless, clean energy for the city itself.
Talk about a pier for the people.
Let's talk design inspiration.
This campaign had to be effortlessly energetic and ownable for the pier. And they already have a pretty great logo.
That wheel shape is brilliant. It perfectly illustrates two of the greatest attractions to the pier: the wheel and fireworks. But before, they weren't using it anywhere else.
So I wanted to change that.
The burst brings energy to their photo library, highlighting the moments that make the pier so special.
The ones that just happen here.
Project Details
DELIVERABLES: SPEC campaign,
not final concept
TIMELINE: April 2026
CLIENT: Navy Pier
CLIENT PROVIDED ASSETS: Logos, imagery
In Partnership with: Bonnie Davis
art direction: me copy: bonnie davis, jadrian woods, john gallagher photography: kyle flubacker, navy pier
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