We Keep Going: a much-needed poster campaign launches in US

“We keep rallying, smiling, believing, and fighting for a better day. All across America, We Keep Going.” This is the spirit of a poster campaign partnership for the COVID-19 era.

JCDecaux has partnered with the global creative boutique Fred & Farid to develop a campaign using its Digital Street Furniture programs in four major U.S cities. From New York through Los Angeles, Chicago and Boston the campaign will be displayed across JCDecaux’s Digital Network of 500 displays, as well as on static inventory in Los Angeles.

Instead of taking a traditional B2B approach to reach new advertisers, Fred & Farid Los Angeles crafted 150 slogans promoting resiliency and embracing the spirit of the four cities, in an effort to create goodwill with a slogan to rule them all, the phrase “We Keep Going.”

The initiative aims to “address the emotional weight many Americans were collectively feeling, using Decaux’s inventory to display positive and encouraging messaging, reinforcing the feeling of belonging to these great cities.”

Created with the understanding that COVID-19 will have long-lasting effects, JCDecaux and Fred & Farid hope that this “filled with colorful and heartwarming messages” joined collaboration will unite the citizens of these cities “by enhancing the feeling of being part of a shared community.”

For the mosaic of over 60 creations in both English and Spanish language in Los Angeles, the posters “were inspired by the vibrant colors of the city, taking on a classic printing style that has been used on the streets of LA for decades.”

“For Chicago, the creative teams utilized the color palette and iconography of the city star, core branding elements from the City flag, as the two leading elements and paired them with an iconic rounded typeface: Avant Garde Gothic. This typeface was used on signage across the city from famous theaters to the Chicago Skyway Toll Bridge. For Boston, some native Bostonians within the agency drafted ‘wicked’ one-liners tying into the rich sports culture of the city, utilizing Boston’s beloved “lucky” green and sporty typography, with handwritten orange accents inspired by a coach’s playbook.”

Finally for New York “Fred & Farid tapped its New York office to weigh in on designs and headlines, taking inspiration from the fighting spirit of the city, its towering steel skyscrapers, the brick color on the walls, the iconic yellow of the taxis, and the zig-zag shape of fire escapes on traditional buildings.”

“Dealing with Covid-19 hasn’t been easy. And it seems as though life will continue to be strange, for quite some time. So as we continue to endure challenges to our physical and mental health, and the closure of many beloved businesses, it’s amazing to recognize that, no matter what: We Keep Going” notes the team.

Here, find a collection of poster series, designed to celebrate the perseverance of 4 major cities.

Download the posters you love, share them on social, hang them in your house, place them in your car, or even give them to a friend – as a reminder of the ways in which America keeps going.