OFF THE STREET CLUB by Euro Rscg Chicago for Off The Street Club

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OFF THE STREET CLUB

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Industry Public awareness, Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Euro Rscg Chicago
Art Director Paul Chiemmongkoltip, Gosia Zawislak
Copywriter Elyse Maguire
Photographer Bob Ebel
Released September 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: OFF THE STREET CLUB ORGANIZATION
Product/Service: FUNDRAISING INITIATIVE
Agency: EURO RSCG CHICAGO
Copywriter: Elyse Maguire
Art Director: Gosia Zawislak/Paul Chiemmongkoltip
Photographer: Bob Ebel
Other Credits: Outdoor Company: Dahlstrom Display
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: EURO RSCG CHICAGO, USA

Advertising Format
Other

Other Advertising Format
The strategy was simple. Make Chicagoans and Michigan Avenue shoppers feel the reality of leaving a child on a dangerous street. By securing donations from local printers and photographers, our art directors and creative team photographed and created more than 100 life-size cut outs of real kids from the Club. The kid cuts outs were arranged next to a major television news studio and the headquarters for the region’s largest newspaper on Michigan Avenue, Chicago's "Magnificent Mile.” Passer bys were asked to donate $10 to literally take a kid off the street. By creating realistic and physical representations of the kids who live on Chicago’s dangerous West Side, passer bys shopping and going to work on Chicago’s most prominent street were able to connect with the mission of the Off The Street Club on an emotional level. Busy passer bys could quickly make a donation, learn about the Club and see an immediate result; a kid was taken off the street.

Dimensions
Lifesize cut outs of kids

Site Location
Michigan Avenue Chicago, IL