Chicagoans are generally nice to each other. Except after big snowstorms. After a big snow, drivers dig out their cars and then leave chairs, reserving the spot. Our brief was to design a community effort that put an end to this selfish long-standing community tradition. The tradition of saving shoveled out parking spaces gave people a systematic way of being selfish to each other. What they lacked was a system to be considerate to each other. Our effort needed to help change that.

To help change the behavior of Chicagoans, we created Chair-Free Chicago, a web-based community effort that let people declare their street a "Chair-Free Zone." The design was reminiscent of government-issuedsignage, yet utilized unique colors and iconography. The website served as a centralized hub for all activities, allowing people to order Chair-Free Zone signs, read about the latest news, upload pictures of their own efforts, or even lobby city officials to change the law.

The site generated over 6.3 BILLION measured media impressions within thefirst three months. All with a media spend of $0.