Old Style
The 2010 Old Style Radio campaign was a very unique approach to promote a beloved heritage beer. The agency where I was freelancing (Tris3ct) partnered with Chicago’s iO Theatre (training ground for Mike Myers, Tina Fey and Amy Poehler) to improvise ways to “Kraeusen” Chicago (in other words, make it better). Small groups of two or three improv actors were given Chicago topics which they “Krausened” (made better) by improvising sketches on the spot using the skeletal topics which I recorded on a digital recorder at the iO Theatre. Then the creative team, which included myself and other copywriters and creatives, sorted through hours of funny recorded material and ‘wrote’ :60 and :30 radio spots that best captured the spirit of each topic. We pulled out the best bits of improvised material and edited that to the timeframe of each spot (:30 or :60 seconds). The spots ran on local Chicago radio, including Chicago Cubs Radio Network Flagship station WGN-AM during Cubs radio broadcasts throughout the 2010 Chicago Cubs baseball season.
Old Style Radio – ORD Scanner
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Old Style Asian Carp
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Old Style Local Bar
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Old Style Red Line
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Old Style City Hall
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Old Style Chicago Spring
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Old Style Blago
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Old Style On Field
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Old Style Game Day
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Old Style Lakefront
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Old Style Softball
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Old Style Beaches
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