The city of Chicago just got "four fantastic street-art murals celebrating the Bears -- part of an official campaign from the NFL club, but one that seeks a closer and more engaging relationship with the community than traditional out-of-home advertising does," according to Tim Nudd of ADWEEK. The Bears partnered with Norwalk-based Match Marketing Group and art coalition Chicago Truborn to "choose artists to create four murals in four different neighborhoods." Bears VP/Fan & Brand Development Fernando Arriola said that the campaign is "all about the Bears connecting with, reciprocating with and beautifying the city of Chicago." Arriola: "The idea for the murals bubbled up as a way to have a more inviting and involving street presence than traditional billboards and bus shelters." Creatively, the artists were "given lots of freedom." Ariolla said they had "broad latitude to express the passion of the Chicago Bears and the city of Chicago." He added, "Traditional advertising is developed with the priority of driving the same communication to each consumer exposed. These murals instead are a reflection of the community developed by local artists, each expressing the passion of Chicago Bears football that the people of Chicago can enjoy in ways to unique each individual" (ADWEEK.com, 9/26).
