- EXPERIENTIAL
- SPORTS & SPONSORSHIP
UNITED AIRLINES
CHICAGO BEARS 100
AIRPORT BECAME CHICAGO BEARS BIGGEST FAN.
The Seed
United Airlines had a rare asset: home field advantage at O’Hare — the front door of Chicago. With the Bears’ 100th season arriving, the opportunity wasn’t to run a sponsorship. It was to turn the airport itself into the world’s largest Bears tribute.
The Sprout
Go big. Then go bigger.
We dressed the iconic Brachiosaurus skeleton in Concourse B in an oversized Bears jersey — the kind of stunt that stops a city in its tracks. Gate signs across Terminals B and C were wrapped to look like jerseys. A life-sized Bill George bobblehead anchored a season-long photo opportunity. Player appearances brought it to life throughout the year. Every touchpoint was designed to ignite the passion of Chicago sports fans the moment they walked through the door.
The Growth
The dinosaur alone earned a feature in the Chicago Tribune. But the real win was what it said about United: they weren’t just a sponsor — they were a fan.
