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Make It Shimmy | Guaranteed Rate

Project type

Annual Billboard Campaign




Chicago, IL

The Ask:
In my first project at this company, I was asked to promote a locally famous Loan Officer in the LGBTQIA+ community named Shimmy Braun in Chicago's Boystown neighborhood. I was specifically tasked with continuing his annual viral billboard campaign featuring a local drag queen icon. These ads are targeting millennial LGBTQIA+ consumers who are looking for a mortgage lender that they can feel safe with and trust. These ads live year-round, but typically debut during Market Days, a popular LGBTQIA+ festival in Chicago. Shimmy also specifically wanted a hashtag to brand himself with.

The Process:
I was encouraged to go wild and have fun with it, so I really did. I think you can tell. Puns were encouraged, which I'm not used to in my many years as a Copywriter. I came up with the most eye-catching and fun headlines, and then concepted the designs with different Art Directors over several years. As for the hashtag, that was the easiest part of this. Shimmy is a bright and friendly person, so "#MakeItShimmy" was the first and best option I came up with.

The Result:
These ads have been loved by everyone involved. Every billboard brings a ton of loving attention to both our Loan Officer and some of Chicago's best Drag Queens. Best of all, the Drag Queen community has shown excitement towards these ads. The Chicago Tribune even did a spotlight on the 2018 ads and shared Shimmy's inspiring story.

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