Third Street

That’s Chicago AF

Category: Brand Campaign + Design


To generate interest and drive entries for the 2022 Chicago ADDY awards, Third Street created a mini social campaign cheekily abbreviating the Chicago Advertising Federation’s name to “ChicagoAF” to best express the attitude and creativity of this great F-ing city. The campaign gave shout-outs to some of the most iconic ad slogans of all time – all out of Chicago – and challenged potential entrants to see if THEIR work was ChicagoAF too.

When it came time for the judging, in addition to the ad luminaries reviewing the work, Third Street and the CAF brought in a couple “real” Chicagoans to tell us what they really thought. WGN radio announcer John Williams and the infamous Poochie from Weiner’s Circle weighed in and awarded the first ever Chicago AF People’s Choice Award.

Some of their hilarious (and profane) Zoom call judging session was captured and shared at the event, where the VERY ChicagoAF trophy (shaped like a Chicago-style hot dog) was handed out.

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