Chicago Tribune to call New Eastside home in 2018

By Taylor Hartz | Staff Writer

“It’s official: we’re moving” read a tweet from the newspaper’s Twitter account last

Prudential One, 130 E. Randolph St. will be
the new home of the Chicago Tribune. Photo
by Stephanie Racine.

November. The media giant will relocate from its home at its namesake Tribune Tower to the Prudential Plaza office complex in New Eastside. The Tribune Tower on Michigan Avenue opened its doors on July 6, 1925 and housed the newspaper for 93 years.

According to a Chicago Tribune report, the paper’s parent company Tronc, Inc. will lease over 137,000 square feet on the second, third, fourth, 40th and 41st floors of the 41-story building at 130 E. Randolph St., which overlooks Millennium Park. According to the report, the lease includes a Chicago Tribune sign that will be added to the exterior of the building.

Google pop-up shop gives out free donuts and Google Home mini

By Taylor Hartz

November 21, 2017

When it came time for Google to launch their new pocket sized personal assistant – Google Home Mini – they drew inspiration from the shape of the little round robot that resembles a donut. In a nationwide tour, the tech company decided to pair the release of their new product with local donut shops, stopping in Chicago to team up with local favorite, Stan’s.

Google’s pop-up donut shop 439 N. Michigan Ave. Photo by Greg Macek.

Google’s mobile donut store set up shop in Chicago for one weekend on Nov. 4 and Nov. 5, giving Google guests a chance to check out the new home helper, and maybe even take one home. The shop was located at 439 N. Michigan Ave., with lines filling the sidewalk with eager guests who waited hours to check out the new product. Everyone who came out to the pop-up had a chance to play a game with the robotic assistant, that would land them with either some free donuts, or a free Google Home Mini. 

“What better way to show off our newest (and roundest) product than pairing it with free donuts?” said Google representative Charlotte Smith.

Greg Macek, a resident of Villa Park, Ill., was one of the luckier winners. Macek took home a free Google Home Mini, his second Google Home assistant.

Macek, who came into the city for the pop-up after hearing about it on a Google blog, waited an hour and a half to get in. “Worst case, I would have still won two free donuts for just standing in line,” joked Macek.

But the lucky winner instead left with a new device, that he said has already proved quite handy around his home.  “It’s been a nice addition to the house,” said Macek, “I can ask Google questions from my living room and bedroom now, control music or Netflix, and more, I’m definitely enjoying it.”

Google home mini won by Greg Macek at the pop-up donut shop 439 N. Michigan Ave. Photo by Greg Macek.

Smith said the new, smaller device “fits so seamlessly into your day-to-day routines, whether you use it wake you up in the morning, help you cook your favorite recipe, or use it to access your favorite podcasts and tv shows,” and that users like Macek are finding it helpful around the house.

The pop-up shop is stopping in cities across the map, but Google wanted to make sure it made it to Chicago.

We know that Chicago is a burgeoning tech hub, so we wanted to make sure that we brought our newest and best products over to our friends and neighbors in the city,” said Smith, “Also, we had a feeling that Chicagoans would appreciate a few free donuts from Stan’s.”


Chicago Tribune to call New Eastside home

November 18, 2017

The Chicago Tribune will call the New Eastside home in 2018.

“It’s official: we’re moving” read a tweet from the newspaper’s Twitter account on Nov. 17,announcing that the media giant will relocate from its home at namesake building Tribune Tower, to the Prudential Plaza office complex.

Prudential Plaza, which overlooks Millennium Park, will be the new home of the Chicago Tribune.

The Tribune Tower on Michigan Avenue opened its doors on July 6, 1925, and has housed the newspaper for 93 years.

According to a Chicago Tribune report, the paper’s parent company Tronc, Inc. will lease over 137,000 square feet on the second, third, fourth, 40th and 41st floors of the 41-story building at 130 E. Randolph St., which overlooks Millennium Park. The lease includes a Chicago Tribune sign that will be added to the exterior of the building, according to the Tribune article.

The Chicago Tribune is a popular stop for tourists visiting the city, and will add one more attraction to the New Eastside.


More than just shopping at Mag Mile cell phone stores

By Taylor Hartz | Staff Writer

By November 15, 2017

The newly opened Apple store on the Magnificent Mile has got some superhuman competition to contend with. Major cell phone companies have brought in superheroes to fight the war to win your phone contract, in the form of a life-sized Batman mannequin, flanked by his Justice League pals at the AT&T store, and the powerfully enticing aroma of popcorn being served at the T-mobile store just a short walk away. Tech stores are competing for customers with innovative displays that immerse visitors in the latest VR technology and engage the senses in interactive movie studio-like experiences.

On Michigan Avenue, phone companies have invested heavily in their flagship stores to compete for business. Apple had plenty of cash to finance its improved retail space in Chicago which opened in October. In August, the company reported over $45 billion in sales in the quarter ending on July 1, and its new location is nothing short of jaw-dropping with its sleek appearance and riverfront views.

Angela Ahrendts, senior vice president of retail for Apple, gives a tour of the new Michigan Avenue store, 401 N. Michigan Ave. Photo by Taylor Hartz.

Inside the new Apple Store, 401 Michigan Ave., along spacious lanes dividing display tables dubbed “avenues”, Apple staff are on hand to showcase products. New employees called “Creative Pros” offer more in-depth demonstrations in coding, photography, music, and a variety of other areas that can help customers improve their work and productivity. Educational initiatives and seminars that are open to the community, are frequently held in the store’s forum, an open concept classroom. The store’s 250 staff members—four times the number of the old store’s staff—are dedicated to showing Apple users how to get the most out of their device.

At the Michigan Avenue AT&T store, customers are also expected to leave with the feeling that they have gained something from their visit. “We provide exclusive content customers can only find here,” said Angelique Sotelo of the store’s marketing team. “It’s a place where you can really feel like you’re part of our experience.” The experience certainly is unique—walking into the AT&T Flagship store feels much more like walking into Universal Studios than a retail shop. Visitors are greeted by life-size models of the Justice League, standing on a platform with Batman front and center. Guests can walk around the display and explore the realistic figures, checking out their costumes and weapons. Glass cases show off pieces from the upcoming Justice League film including Batman’s tactical suit worn by Ben Affleck and Wonder Woman’s signature outfit worn by Gal Gadot.

The Justice League “takeover” opened on October 27, following months of a Game of Thrones theme at the 600 N. Michigan Ave. store. Throughout the fall, hundreds of guests took their spot on the Iron Throne, posing for photos and checking out the immersive Game of Thrones experience.

Life sized Justice League models greet customers in the AT&T store, 600 N. Michigan Ave. Photo by Taylor Hartz.

Further into the store, a white cube sits toward the back of the store, where an associate invited customers to step inside. What lays ahead is a mind-blowing virtual reality experience. “It simulates you as one of the superheroes,” said store employee Javier Santiago, adding that the new VR experience makes the store unique. “It’s absolutely free and it’s a way that you can be as close as possible to the Justice League.”

Once you are fitted with hand controls and an over-the-eye head mask, the inside of the cube transforms into different worlds. You can find yourself in the Batcave, in the Batmobile or fighting off foreign creatures in Wonder Woman’s surreal amazonian world.

At the completion of your VR experience, an AT&T associate shows you your score, and tells you how you ranked with other customers. The Justice League takeover will stay up through the rest of the year, said Sotelo. After that, it will be another surprise. “There’s always something to look forward to,” Sotelo said.

Just down the road, the T-Mobile store welcomes guests with a wrap-around screen and interactive “Signature Sound Board.” The sound board, which takes up an entire wall, allows guests to tap on the screen to create their own audio files. Using a large-scale keypad, guests can try out different tunes and songs to find their perfect sound, and then send the file to their cell phone to be used as a ringtone.

The “Selfie Wall” also draws crowds to interact with it. Customers can use an iPad to take a photo that then pops up in front of them on the Selfie Wall. Before they know it, the photo is on their own cell phone, too. “The customer is able to take a token of their experience at the store home with them,” said sales associate Brandon Allen.

On “Selfie Saturdays” a variety of fun props are provided for the photos. Each day of the week, T-Mobile employees offer something different to their customers. On Movie Mondays, a popcorn machine pops fresh popcorn for customers to enjoy while shopping. On T-Mobile Tuesdays, customers can use the T-Mobile app to get a new freebie every week, from T-Mobile swag to coupons for local restaurants. Karaoke is every Friday at T-mobile.

Touch screens and walls lined with products at the largest Verison store in the U.S., 840 N. Mich-igan Ave. Photo by Taylor Hartz.

At the northen end of Michigan Avenue, Verizon’s Chicago Flagship store, 840 N. Michigan Ave., is not only the largest Verizon store in the country, but the largest telecommunications store overall in the U.S. With two full floors of devices and accessories, there’s no shortage of shopping options. The first floor shows off a wall of

Bluetooth speakers, and floor to ceiling displays of cell phone cases. LED screens line the walls of the open-concept store, displaying devices available for purchase. If customers see something they like, all they have to do is reach out and touch—every screen covered wall in Verizon is a touch screen. Customers shopping for an iPad can touch images of the iPad they see on screens and are then prompted with a pop up that shows their shopping options, including colors, sizes and prices.

Below the screens, devices are lined up and all are “live.” That means customers can try out any device they see. “We like to be interactive,” said store manager Lani Burke,

“Everything we have for sale you can actually try out before you buy it.” Testing out your tech is a definite draw for customers. In terms of where to purchase an iPhone, the new Apple store only is one option in the sea of modern day science-museum-like stores on the Mag Mile, whose innovative additions are making retail spaces more and more creative.

Nando’s celebrates new restaurant with Chance the Rapper at the grill

By Taylor Hartz | Staff Writer

Nando’s newest restaurant opened in the Loop on Sept. 4, serving up plates of Peri-Peri chicken just minutes after opening their doors. As chicken-loving Chicagoans awaited the 11a.m. opening, lines wound up the stairs under a 21-foot installation of brightly colored aluminum cans. Hanging from the ceiling of the entryway through the dining area, the chandelier is just one of many indigenous South African artworks visitors can expect to see at the new flagship store. 

Creating its signature dish with the South African Bird’s Eye chili pepper,  Nando’s strives to keep close to its roots, including South African dishes on every menu, and sourcing all decorations from indigenous artists.

On the new restaurant’s second day in business, lines grew even longer as Grammy Award winner Chance the Rapper put on an apron and served up Nando’s specialties. 

Chance, a Chatham native, volunteered his time at Nando’s to launch a three-day fundraised for Chicago Public Schools. All proceeds from Nando’s new store from Sept. 5 to Sept. 9, except alcohol, were donated to Chance’s charity, SocialWorks.

Earlier this month, Chance announced that SocialWorks had raised more than $2.2 million for CPS. Across the U.S., Nando’s aims to partner with local public schools and other organizations, said company spokesperson Jim Popkin, and has raised more than $225 thousand nationwide.

“Nando’s loves to pair with people who love to give back to the community,” said Jessica Reicher, Chief Operations Officer for Nando’s.

Throughout the evening on Sept. 5, the 24-year-old rapper cooked with the chefs, saw guests to their tables, and delivered food orders to fans.

The extensive food menu at Nando’s includes their most popular dish, Peri-Peri chicken, and a variety of sides, salads and vegetarian options. The succulent Peri-Peri chicken is marinated for more than 24-hours with Bird’s Eye, a South African chili pepper. The chicken is then flame-grilled and basted in a variety of flavors, from mango lime to “xtra hot”, based on your choice from the “peri-ometer” spice scale. 

The restaurant, which first opened its doors in Johannesburg, South Africa in 1987, came to Chicago just two years ago after establishing a heavy presence in the Washington, D.C., Maryland and Virginia areas, with over 35 locations. The new restaurant, at 155 N. Michigan Avenue, is the largest here in Chicago.

Serving over 50 people in their first half hour, Reicher said its also going to be one of the busiest. 

The expansive dining room and lofted patio area make room for a vast collection of indigenous art, with several original paintings decorating the walls. 

“Every Nando’s is different by design, we never wanted anything to be cookie cutter,” said Jim Popkin. But one thing is the same, all their designs are made by hand by South African artists. 

Though the restaurant has more than 1,200 restaurants in 23 countries and on five continents, Popkin said “Our Michigan Ave. address is a big deal.” Reicher said the Nando’s team is excited about the location, and hope it will reach a variety of customers. 

“It’s a great area because its near Chicago locals but its also on the tourists’ path,” said Jessica Reichier, chief operations office for Nando’s.

The restaurant is open from 11 a.m. to 10 p.m. on Monday, Wednesday, Thursday and Sunday. It closes at 3p.m. on Tuesday and stays open late on Friday, until 11p.m. The location features a full dining menu, with the option to order online, along with outdoor patio seating and a beer, wine and sangria menu. 


New Eastside business tops best places to work

Crain’s Chicago Business released the results of its annual Best Places to Work report for 2017. This year Microsoft, with Midwest district offices based out of New Eastside at 200 E. Randolph, landed the top spot on the list. Microsoft was also No.1 on Crain’s inaugural list of Chicago’s Best Places to Work for Minorities.

Location is a critical part of being a great place to work, says Midwest Operations and Community Manager, Mary Monroy-Spampinato, who has been at the company for 16 years. She adds New Eastside offers “many restaurants, shopping options” and “beautiful views and easy access to parks for walks or concerts.”

Businesses in Cook County and six surrounding counties with “more than 50 full-time employees” were eligible to apply, Crain’s reported. The publication ranked the participating companies using answers to two surveys: a quan- titative employer survey to measure corporate policies and benefits, and a qualitative survey to assess employee experience.

There were 195 applicants and respons- es from more than 14,900 area employ- ees, and what sets Microsoft apart is the opportunity to work with “incred- ibly smart and compassionate” peers “who love their communities as much as they love technology,” says Adam

Hecktman, director of technology & civic innovation for Chicago, a 25-year veteran at the company.

— Ben Cirrus, Community Contributor

Prudential’s new electric bus fleet

parker01-01A new fleet of 10 “nautically themed” electric buses aims to give Aon and Prudential workers a cleaner, more colorful commute.

On Dec. 5 the new shuttles, each featuring a different sea creature, will replace eight “loud and dirty” diesel buses, according to Prudential general manager Bryan Oyster.

“We recognized the tenants coming into the building were environmentally conscious,” says Oyster. “And, we wanted a design that stood out in the community.”

Design highlights include an octopus wrapping its tentacles around the Aon and Prudential Buildings, a bright red lobster whose claw bisects the Aon and Prudential Buildings and a lime-green seahorse carrying a checkered patterned picture of a diver on its back. According to bus manufacturer Proterra, Aon and Prudential will be the first commercial office buildings in the country to lease a zero-emission electric shuttle fleet. 


The octopus-themed bus in Prudential’s new electric fleet

Each building will lease five buses, with routes continuing to/from Ogilvie, Union, and LaSalle Street Stations from 6:15 to 9:30 a.m. each morning, and from 4 to 7:30 p.m. each night. A new app-based ticketing system will enable commuters to purchase tickets online and track buses in real time.

As the new buses are rolled out, shuttle fares will bump up a quarter, from $1.75 to $2.00 each way.

— Tricia Parker

Wanda severs New Eastside

The benefits of the Wanda Vista Tower will be realized in 2019.
Until then, New Eastside residents and business owners make sacrifices.


On a warm September Saturday night, the scene at Island Party Hut was idyllic: a group of laughing women pose for a picture, beanbags slap against colorful boards. But something important was missing.

“No one,” said Steve, one of three owners, who preferred to use his first name only, as he glanced around. “There’s no [neighbors] here. There used to be 10 or 20.”

Steve turned back after scanning the 80 or so customers. “I know it doesn’t sound like a lot. But 10 or 20 would be awesome to have.”

Three weeks after the Wanda construction site severed the neighborhood’s Field Blvd. riverfront connection Aug. 22, Steve and other local business owners were feeling the impact—financial and otherwise.

“The biggest [issue] is navigating people down here,” said Urban Kayaks owner Aaron Gershenzon, referring to the many customers who use Millennium Garage. Tourists make up the Riverwalk business’s main clientele, but Gershenzon says a “decent percentage” come from Lakeshore East.

img_9658awebWhile the Wanda opening in early 2020 promises a relit and repaved route to the riverfront, business owners still face three long summers without direct access to a loyal customer base. Steve estimates New Eastsiders made up about 20 percent of Island Party Hut’s business before the Wanda closure; that number’s now dropped to 10 percent. Questions also linger about why businesses weren’t informed about the closure earlier.

“A customer said they couldn’t get to the place,” said Steve. “A few days later, residents said it would be closed two to three years. We didn’t know it was going to be closed.”

A Magellan representative confirmed Steve’s observation. “I have to admit I did not send them a notice… so there’s really no good explanation,” said the representative.

As for neighbors, reactions to the new inconvenience seemed mixed, both highlighting business owners’ worst fears and also offering a sliver of hope.

“We used to go to [Island Party Hut] before, but not since the path closed, because of the kids,” said Ulla Rittstieg, who lives in The Shoreham with her one- and three-year-old children.

img_9280webI’m by myself, so it’s easy,” added fellow Shoreham resident Elizabeth Grabill, who claimed she’d keep patronizing the riverfront businesses, regardless of the extra distance.

Steve and Gershenzon urged neighbors to keep in mind the Magellan discount — 20 percent at Urban Kayaks and 15 percent at Island Party Hut. Steve also encouraged neighbors to support Island Party Hut’s pumpkin patch and inaugural Christmas tree sale. This year will be the first year Island Party Hut stays open through the fall, until Dec. 21, Steve estimates, thanks to two covered tents.

“Continue to fight for access to the riverwalk,” Steve encouraged neighbors. “Please come any way you can.”

Working in the sky over New Eastside

The architecture of the New Eastside may shape the neighborhood’s skyline, but window washers make it really shine. The squeegee-wielding glass-tenders who hang from the Aon tower, Aqua, Fairmont, Hyatt Hotel and several more local buildings are trained and employed by Corporate Cleaning Services, a company founded by a tireless entrepreneur.

CEO Neal Zucker was inspired to get into the window washing business by an epiphany that appeared before him in downtown Chicago in 1994. “I was walking around and I saw that there was a lot of glass around,” he says.


Corporate Cleaning Founder / CEO Neal Zucker

At the time, he was a trader pursuing a Kellogg MBA who wanted to avoid the road typically travelled by his peers. “I just knew, sitting in those classes, that I was not going to be an investment banker,” he remembers. “There’s so much more.”

So he “bought into” a housekeeping and window washing business. “I lived in a building and there was a need to hire housekeepers to clean the corporate apartments,” he explains. “It filled that need.” As the company grew, he increasingly focused on the window washing service.

Today, Corporate Cleaning Services is the largest window washing company in Chicago. “We have over a hundred window washers and a very diverse portfolio,” Zucker says. Roughly 1,200 properties rely on the company to wash their windows and perform interior cleaning operations.

Besides the top shelf properties in New Eastside, Corporate Cleaning handles the Hancock, the United Center, the Willis Tower and a list of condominiums, high-rises and universities that reads like a who’s who of architectural greatness.

Zucker’s enthusiasm for the company’s success is matched by a devotion to the “amazing staff of hardworking people” who make it happen. He is quick to point out that Corporate Cleaning is the largest employer of union washers in Chicago and one of the largest employers of Latinos in the city. Above all else, he seems proud to protect them.

“When we say safety’s our priority, we mean it,” he says. The company not only employs a safety manager — which is somewhat rare in the industry — but it also exceeds requirements prescribed by the government’s Occupational Safety Hazard Authority.

Executive Director of Operations Oralia Castañeda oversees this over compliance. She knows ropes and harnesses like a veteran, and hopes to hang from the side of a building for her first time this summer. She came to Chicago from Rockford for a career in law, but something about the company’s culture intrigued her.

Working in the window washing business.

“We thrive on each others’ success,” Castañeda explains. “That goes for the entire team. I know every single one of the window washers by name. I know the story behind them.”


Efrem Salas prepares to clean windows 225 N. Michigan Ave. Photo: Robert Stockwell.

Two in particular, Ernesto Rodriguez and Efrem Salas, were featured in a commercial for Blue Cross Blue Shield.

It shows them preparing and descending from the top of BCBS’ New Eastside high-rise on E. Randolph St. — another one of Corporate Cleaning’s customers — while a narrator explains why Anthem Health Insurance is so good for hardworking people.

According to Salas, he was “a little bit nervous” the first time he hung from the side of a building.

“But now I can do it,” he laughs. “It’s easy for me.”

Salas immigrated to Chicago from Zacatecas, Mexico, seven years ago and got the job at Corporate Cleaning with the help of his brother.

In conversation, he speaks with impeccable grace and kindness, a manner that filmmaker Nadav Kurtz found to be common among the company’s employees while making “Paraiso,” an award-winning 2012 documentary about window washers.

During production, Kurtz grew close to three of the men and their families. “I felt really welcome and comfortable,” he remembers. “They were always trying to buy me tacos and stuff.”

The footage of “Paraiso” is no doubt breathtaking, but the theme is even more powerful: “This is a film about guys who work really hard and take care of their families,” Kurtz explains.


Erenesto Rodriguez prepares to descend the Blue Cross Blue Shield building.

As it turns out, these guys work hard for other peoples’ families as well. Twice a year, Corporate Cleaning’s window washers entertain patients at Kolmer Hospital and Lurie Children’s Hospital by wearing superhero costumes while scaling the exterior.

Immediately after the inagural event, says Castañeda, they started figuring out how to have more interaction with the kids on the next trip down.

CEO Zucker, who spends much of his success serving on boards for charitable organizations, could not be more pleased with the way business is going.

— Daniel Patton, Staff Writer

Corporate Cleaning Services · (312) 573-3333 ·

New Eastside’s global ad agency — DDB Chicago

Award-winning shop creates ads for the world’s largest brands

In the early 2000s, advertising agency DDB Chicago turned the expression “Whassup?” into an everyday salutation by shamelessly repeating it in a series of award-winning Budweiser television commercials that were conceived in the New Eastside’s Aon Center.

Since then, the company has continued to influence popular culture from the same location; but a lot of its work doesn’t look anything like a commercial or even play on a TV. Here’s how the mid-sized agency keeps its wits.

“Creativity is at the heart of everything,” says Chief Executive Officer Paul Gunning. “I love the creative process.”


DDB’s “GOL!” campaign for McDonald’s

Gunning, who has been at the helm of DDB Chicago since 2013, is frequently hailed as a “successful new breed” of CEO. The description generally implies two things: First, he has worked for a company with an interesting name (in this case, “Tribal Worldwide,” the digital unit of DDB); Second, the company with the interesting name is still in business (in Tribal’s case, excessively so: it consistently ranks among the world’s best digital agencies).

To create effective advertising, DDB Chicago sizes up the tastes of millions of people who might be tempted to buy a product the agency wants to sell. In order to accomplish this, the agency must obtain solid data from the slippery social mediascape of modern America. The task comes naturally to the successful new breed of CEOs.

“We look at the average U.S. shopper all the time,” Gunning says. “They’re willing to forego a lot of things in their life to have a sizable mobile phone contract.”

Gunning understands that people are not only willing to make a “serious trade-off” to enjoy the luxury of their smart phones — “the average bill is $110 per month,” he continues — but they also might fund their phones by paying for and watching less TV.

“It’s changed everything,” he says. “Where they spend their time, how they find things. Advertising has to change with it.”


DDB’s “GOL!” campaign for McDonald’s

Fortunately, DDB Chicago works with McDonald’s, a restaurant that offers an affordable product and, as it turns out, shares his commitment to deal with customers on their own digital terms.

One of the early programs to emerge from their relationship was a French fry box that could transform a smart phone into an interactive digital soccer game when diners scanned a QVC code on the package’s design. It was a campaign called “Gol” that ran in conjunction with the World Cup and won praise for technical innovation and creativity.

But that was just the beginning.

DDB Chicago dialed it up even more for last year’s Super Bowl. Their idea was for McDonald’s to award a prize corresponding to every commercial that aired during the game on a contest run through the restaurant’s Twitter account. They called it “McDonald’s ‘Lovin’ the Super Bowl.’”

By channeling the hype of the traditionally famous ads through the newfangled portal of social media, they could potentially connect their client’s brand with an audience that exceeded the record-breaking numbers normally associated with the event. It would require the expertise of several vendors in addition to DDB.

“It was a totally new and unheard of way to go to the Super Bowl,” says Gunning.

It also made quite an exciting game for the team behind the scenes, which, according to Gunning, “involved well over a hundred people from four or five different agencies.”


Behind the scenes during McDonald’s Super Bowl Giveaway

Their greatest challenge was to create and deliver Tweets from a downtown Chicago office while the action was happening live. Since the NFL often does not identify all of the commercials scheduled to run during a Super Bowl, some of them were constructed in real time.

“We had everything from producers to creative,” Gunning says. “We had account folks who were checking off on legal.”

As the commercials ran, a chief production officer would contact an associate in New York and California to ensure that the ad was, indeed, playing all over the country. Then the team back in Chicago would Tweet a message offering the chance to win a prize for anyone who re-tweeted it.

There was also a blizzard, which complicated the commute for some of the people who needed to join the crew on the back end, but Gunning says that only “added to the level of excitement.”

“The trickiest parts were to make it exciting,” he remembers. “For the Mexican Avocado Growers Association, we gave away one avocado. But you got a trip to Mexico to pick it up.”

In March, DDB Chicago won the 2016 Shorty Award for Mid-Size Agency of the Year, an honor that Fast Company magazine describes as “The Oscars of Social Media.” The company earned that recognition partly due to the success of “McDonald’s ‘Lovin’ the Super Bowl’” campaign, which won three Shorties.

— Daniel Patton, Staff Writer

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