THE MESSI EXPERIENCE
You can't advertise your way into a city. You have to earn your place.
When The Messi Experience came to Chicago, the challenge wasn't awareness. Messi doesn't need introductions. The challenge was making a traveling exhibition feel like it belonged.
Chicago doesn't embrace every event that comes to town. It embraces the ones that become part of its culture. So instead of launching another attraction, we turned the city itself into the experience.
From neighborhood partnerships and grassroots fútbol communities to iconic downtown activations, public art, creator collaborations, and trusted Latino media, every touchpoint was designed to transform The Messi Experience from a touring exhibition into a celebration people felt proud to be part of. Because the goal wasn't simply to drive attendance. It was to build a launch the community didn't just show up for, they helped create.
Role: ECD
