Digitas LBi Chicago, the digitally-focused agency, has created a new brand identity for the Chicago Park District's “Night Out In The Parks” program. The program involves a series of events happening in the evening all over the city with over 250 movie screening, 150 theatre productions and 150 music performances, adding up to over 1000 free events which will be happening all summer long throughout the windy city. The branding includes a new logo for the program and a bespoke print magazine, which lists all of the events happening this summer alongside feature articles providing background information on some of those events. The magazine will be distributed throughout the city at various libraries, schools and offices, as well as at the Chicago Park District's own facilities.
A “Night Out In The Parks” bus stop poster
Alongside the logo and magazine, the branding campaign will include an original collection of line drawings (set against a striking green background to suggest a park setting), online banner ads, bus shelter ads, postcards and billboards. Rahm Amanuel, the city's mayor, first introduced the program in 2012 as part of his plan to make a significant investment in the cities art, music and general cultural programming. The “Night Out In The Parks” series of events has almost doubled in size since last year and is expected to grow exponentially with time.
The “Night Out In The Parks” program involves a series of events happening in the evening all over the city with over 250 movie screening, 150 theatre productions and 150 music performances
In other Digitas LBi news, the agency recently appointed Harry Pugsley, former planning partner at McCann London, as creative strategy director. Pugsley has previously worked on digital strategy and brand communications planning for such esteemed clients as L'Oreal Paris, General Mills and Johnson & Johnson, and has also spent time working in his native Australia at JWT, Mindshare and the Sputnik Agency. In his new role, he'll be leading creative strategy for many of the agency's key clients working with a team of strategists, creatives and technologists.
Harry Pugsley
Pugsley will be working out of Digitas LBi's London office, reporting to head of creative strategy, Ed Beard, head of creative strategy, who said Pugsley is a perfect fir for the agency because of his “Passion for innovation and his desire to work collaboratively.” He also singles out Pugsley's “Impressive and diverse background, with experience ranging from advertising to media and digital agencies,” as reasons for the hire, and adds that he believes it will be “Really exciting seeing how the unique perspective he brings helps guide the solutions” they create for their clients. Pugsley says he has “Always heard good things about DigitasLBi”, and that whilst he's worked at various agencies throughout his career, he thinks that his new agency is the first that he's seen “With the diverse blend of skills needed to truly transform clients’ businesses.” He is “Really thrilled to be joining this multidisciplinary team.”
Official Chicago Park District Website
Benjamin Hiorns is a freelance writer and musician from the UK. He has never been to Chicago, but is a lifelong pizza enthusiast so it is on his bucket list.
