When we first met Block 37, it was a big shopping center with an even bigger awareness problem. Hidden in plain sight in the Chicago Loop, it was a building people passed on the way to other buildings. We knew our main goal was going to be brand recognition. We needed to demand attention.
If people aren’t coming to you, you have to go to them. We decided to target the area’s pedestrian traffic. By sneaking the iconic 37 into headlines and taglines, we seamlessly placed Block 37 into the mind of passerbys. Subliminal messaging at its FIN3S7.