Elevating Chicago | The 606

The 606 is Chicago’s elevated park connecting diverse neighborhoods, similar to NYC’s High Line. It wasn’t completed yet, so we leaned into the promise of how it would feel like to be on it. Inspired by concert poster design, the campaign highlights real Chicagoans and the experiences along the trail, capturing the experience on the path and the awe from the ground all at once.

Once the park was up and running, we invited locals to share personal goals, planting them as bulbs to bloom along The 606 the following year.

  • For The City of Chicago

Case study.

RedEye cover wrap during the week leading up to opening weekend. Schedule of opening day events on back, opens up into an inside poster.

Inside poster of RedEye cover wrap.

Chicago Sun-Times front page.

Seen together throughout the city.

Targeting donors in Chicago’s art publications.

Special donor manifesto in theater playbills across the city.

Outdoor.

Chicago transit outdoor.

Outdoor along tourist foot traffic.

Strategic placement.

Divvy bike sharing takeover: inviting those already on bikes in every neighborhood to venture up to The 606.

Targeted social.

Landing page.

Placement on The 606: inviting Chicagoans up to experience the trail on opening day and all summer long.

Prompt film: Asked Chicagoans on social media to post their goals in the comment section. We would then plant them with bulbs on The 606.

Planting film: Fulfilled our promise of planting Chicagoans' goals in physical form (on biodegradable paper) directly from the comment sections.

Collaboration with perspective artist Kurt Wenner. Those walking by Daley Plaza in downtown Chicago posed for a photo-op on The 606.