As the world celebrated the historic election of Pope Leo XIV—the first American pope, born in Dalton, Illinois—Old National Bank celebrated in its own way: on Chicago’s Kennedy Expressway.
In a clever twist of hometown pride and papal reverence, Old National Bank’s permanent digital billboard lit up with the message:
“Deep Dish. Now available in Rome.”
followed by
“Congratulations Pope Leo XIV. Chicago is so proud!”
The work, developed overnight by Chicago agency Schafer Condon Carter (SCC), was designed to move as fast as the news cycle itself.
“We look at the billboard as a unique opportunity to entertain and inform thousands of Chicagoans about bank services and current events through surprising, creative daily changes,” said Cristen Young, Creative Director at SCC.
The concept is part of an ongoing partnership between SCC and ONB that’s turned the billboard into a fan-favorite feature for commuters on the Kennedy. Known for its sharply timed humor—like holiday zingers (“How does Santa deliver presents on time? He avoids the Kennedy!”)—the board blends local commentary with brand messaging that hits home.
“The immediacy adds to the thrill,” Young added. “The film festival landscape is as crowded as it’s ever been, it’s extremely expensive, and it can be pretty intimidating and even discouraging without a clear and well-thought-out out plan.”
Barry Burdiak, Creative Director at SCC, says the challenge is part of the fun.
“It’s super rewarding to see how many people share photos of our work on social media. It’s become something drivers look forward to on their commute—especially now, given all the construction.”
The campaign also reinforces Old National Bank’s broader brand messaging: that ONB is uniquely built for Chicago and committed to creating authentic, local conversations. “There’s a daily, personal dialogue happening between the brand and the city,” said Burdiak.
As for how long this particular billboard took? Just a few hours. As soon as white smoke rose from the Sistine Chapel, SCC got to work. As the city beamed with pride, so did its highway.
CREDITS:
BRAND: Old National Bank
AGENCY: Schafer Condon Carter
- Barry Burdiak, Creative Director, SCC
- Cristen Young, Creative Director, SCC
ALSO READ:
Prime Video orders new Barbershop series starring Jermaine Fowler
