Cannes Lions
ENERGY BBDO/Xi CHICAGO, Chicago / WBEZ CHICAGO PUBLIC MEDIA / 2013
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WBEZ 91.5 is Chicago’s public radio station. With a passionate but aging fan base, the station needed to recruit new, young listeners. Our job was to engage twenty-somethings, a demographic for whom broadcast radio is becoming less relevant.
Following in the time-honored public radio tradition, we decided to hold a pledge drive. But instead of going after interesting Chicagoans, we decided to go after their interesting babies. We encouraged all interesting, inquisitive, and open-minded Chicagoans to procreate. We called it the 2032 Membership Drive, with the goal of building the Curious Class of Chicago, one interesting baby at a time.
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