Chicago Bears Unveil New Brand Campaign

August 29, 2012

Two by Four, there a leading integrated marketing agency offering advertising, design, interactive, promotions and direct response services, today unveiled a new brand campaign for the Chicago Bears.

This fall’s campaign conveys a strong sense of power and motion—pairing commanding headlines with epic, larger-than-life visuals and a dynamic design treatment.

The campaign continues to build upon the shared values and relationship between Chicago, fans and the Bears organization with images of the city in the backdrop of all elements. Executions highlight the Bears’ strength in defense with headlines such as “It’s Crueler by the Lake,” “Believe in Monsters” and “Right of No Passage,” featuring defensive end Julius Peppers, linebackers Brian Urlacher and Lance Briggs, and cornerback Charles Tillman. Executions such as “Unfair Catch” and “Here, It’s Never Too Cold to Get Burned” showcase the team’s offensive players with quarterback Jay Cutler and wide receivers Earl Bennett, Brandon Marshall and Devin Hester. Other players also take the spotlight in several ads.

To achieve a contemporary, dynamic look and feel, Two by Four commissioned international illustrator Caroline Blanchet. The resulting art direction allows players to take on epic, larger-than-life personas and conveys a sense of power and motion. The team colors of navy and orange also take on a more electric, intense palette. Players were shot by Bears team photographer, Bill Smith, wearing the new Nike Elite NFL uniforms.

“This year’s campaign still celebrates the unique bond between the Bears, their fans and Chicago, but it also portrays their talented, hardworking players in a stoic, almost heroic light—which we feel they deserve,” said Adam VonOhlen, Two by Four Executive Vice President and Creative Director.

“As an organization we’re focused on having a strong roster of talent representative of our values to bring home a Super Bowl victory for our fans and the city of Chicago,” said Bears Vice President of Sales and Marketing Chris Hibbs. “This fall’s campaign communicates that we mean business in a fresh, powerful way.”

Two by Four created over 16 different outdoor concepts that will appear in billboards, Metra stations and CTA bus and train transit. A “Believe in Monsters” television spot was also developed with local production houses Cutters, Inc. and Sol Design FX. The campaign officially launches Tuesday, August 28.