Insight:

• Commuters listen to music and podcasts on their way to work.

• Crazy things happen in the subway all the time.

• People love the stories they read so much that they could experience them in real life.

• Engaging in fantastical stories while in the city creates a joyful dissonance that captures people's imagination.

Strategy:

• Catching peoples attention with just a poster is difficult. Having a fully costumed character could catch the eyes and attention of more people.

• Having fully interactive sets on a street corner that people can engage with will garner more engagement and shares than any billboard on that same street corner.

• Peak hours on the CTA are 7am-9am on weekdays and peak foot traffic throughout the city is on Saturday

Concept:

• Literary characters from popular fiction will ride the subway, sitting in front of Spotify advertising.

• Those characters will later be stationed at sets of scenes from their book, ready to take pictures and interact with people.

• The thought provoking OOH ads will posted around before, after, and during the happening.