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Like it or not, it’s gonna get some awards.
If this wins the industry is more fucked than we realized
You seriously have to learn the difference between a slogan and the name of a campaign. Hint: The Whopper Detour is not a slogan either.
The website is www.ChicagoNotInChicago.com and the hashtags used by the city officials announcing it on twitter is #ChicagoNotInChicago, the side of the NY tour bus says “Chicago Tour Not In Chicago”… as an everyday non-advertising person what do you expect people will think is the slogan?
This might have worked better as a Chicago History Museum exhibit.
Why visit Chicago if I can experience it in any other city? 🤦🏻♀️
To post the pics on IG. Duh.
Is this a shitty take on Soul Coughing??
https://youtu.be/KAEgvswvvo0
Nah!
The slogan is "Every city has a Chicago story".
It’s a confusing campaign and I first knew about it because of a Chicago Tribune article calling it the new slogan soooo fake news I guess. Still takes too much time to “get” if the intention is to entice people to visit Chicago.
I don't get this campaign. Lots of great stuff you'll see in other parts of the world was invented in Chicago, so come to Chicago to....do what? I must be missing something.
You know things are going great when you have to publish an op-ed explaining your campaign (this was from the marketing czar in Lightfoot’s office).
Great. Now that we know what it isn't, do they ever explain what it is?
insider info: The whole thing was done as a ploy for awards by people who don't actually live in Chicago or know that much about it
It was, but that agency is all remote now and the people they picked to do it know very little about Chicago but a lot about how to get into award shows
The website has a video posted by Energy BBDO. I couldn’t get past the first minute of it without rolling my eyes and turning it off.
Why didn’t you like it?
Well apparently it’s a campaign and NOT a slogan even though the Chicago Tribune has an article calling it the new slogan. Along with the website, city official hashtags and a variation of “Chicago Not In Chicago” being used in OOH, it ladders up to my first gripe which is its confusing and doesn’t stand on its own if you’re an everyday passer-by who sees this on a billboard for 2.5 seconds.
The campaign name even has its own logomark which further makes me think its a slogan. And design-wise you just see “CHICAGO-CHICAGO” (which is an eye rolling reference to Sinatra) and then the reversed out block with the words "NOT IN" making the whole thing sound negative. Its literally the first thing you see load on the website as there’s a slight delay before the two “Chicago’s” show up.
Additionally, the use of just two six-point stars feels blasphemous considering it's symbolism in the flag (either go with all four stars or just one)
What would you suggest to make it better?
Check out my reply to the question of what I don’t like about it, I’d pretty much do the opposite of that.
"I Love NY"... “What happens here, only happens here"... "Keep Austin Weird"... "It's More Fun in the Philippines"... those are slogans that live alone even without knowing what the whole campaign is, and they’re fun and obviously work on souvenirs. But apparently this isnt even a slogan but actually a campaign.
So the first thing I’d do is anticipate that whatever this is, that it would be interpreted by the general audience as a tourism slogan. And avoid any “negative” words in the line.
Energy BBDO…