The city became part of the rink

This integrated out-of-home campaign transformed Chicago’s transit system into a moving extension of the Winter Classic experience. Through train wraps, station takeovers, environmental graphics, and large-scale digital displays, the campaign brought the energy of outdoor hockey into the daily rhythm of the city while creating a cohesive visual presence across multiple transit touchpoints.

A rare moment where commuters were forced to look at advertising and accidentally got something visually interesting instead of another lawyer billboard glaring into the void.