The Brief
Second City wanted to strengthen its association with Chicago for locals and visitors and drive ticket sales by feeling less like a venue and more like a living part of the city.
The challenge was to create an idea that could live naturally in commuter and tourist environments while giving people a reason to engage now, not “someday.”
The Results
Let Chicago write the comedy in real time, then invite people to come see it performed.
We turned high-traffic Chicago locations into a live comedy pipeline. Station and neighborhood specific headlines made the city feel like it was speaking directly to you, while a participatory “Laugh Line” prompt invited commuters and tourists to submit their daily Chicago moments via QR and social.
The best lines were featured back in the same spaces and across social, creating a loop of local pride, public recognition, and interaction. The campaign made Second City feel like the stage where Chicago turns everyday life into comedy.
Chicago’s
sense of humor
lives here.
