Block 37 is a vertical shopping center hiding in plain sight in Chicago’s North Loop district.
The throngs of people that pass by every day are well aware of Zara and Sephora, but many are unaware that they were part of a lager collection of shops and eateries on 4 levels. I came up with this campaign to drive name recognition and promote the fairly high calibre shopping experience so many people were missing out on. A heavy dose of transit and outdoor advertising got the message out and made sure people were on the lookout for 37.
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