Chicago commuters got a quick jolt of panic, and then a laugh, during their morning drive. In its latest execution, Schafer Condon Carter and Old National Bank turned their now well-known digital billboard on the Kennedy Expressway into an April Fools’ moment.
The board initially appeared to be compromised, flashing a bold “System Hacked” message layered over glitchy static, mimicking a full-on digital takeover. Then, just as drivers started doing a double take, the message flipped:
April Fools. Look below:
It’s the latest in a string of timely, culturally tuned messages that have made the unit feel less like traditional media and more like a running conversation with Chicago drivers. Updated daily, the board has become a creative playground for the brand, tapping into everything from local headlines to sports moments, including nods to the Chicago Bears and even a playful salute to Chicago’s own Pope Leo.
“It’s not just a billboard. It’s a relationship with commuters,” said Barry Burdiak, Creative Director at SCC.
In a city where most billboards blend into the background, this one keeps finding ways to cut through — one well-timed idea at a time.
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