The Illinois Department of Human Services tasked our team with creating OOH assets to promote Medication-Assisted Recovery.
I started my creative process by researching all things Illinois. I found amazing articles about the state's culture and jargon and was inspired to create a pitch that centered on Chicago's diverse culture. I pitched a Geo-concept that's inspired by the L line in Chicago.
From there, I used the train line as a metaphor for the journey of opioid recovery.
My creative became a client favorite and boosted traffic to our client's website and social media handles.