Visit Lauderdale Urges Winter Weary Chicagoans To 'Break Free'



Ad agency Spark and client Visit Lauderdale are taking their newly launched “Break Free’ winter campaign to Chicago with a live activation at Pioneer Court from March 14-16.  

Designed to captivate and engage winter-weary Chicagoans, this immersive pop-up will offer a taste of Greater Fort Lauderdale’s sunshine, beaches, and warm hospitality. 

The activation is timed to coincide with Chicago’s St. Patrick’s Day weekend, one of the city’s busiest travel periods.  

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The centerpiece of the experience is a custom-built shipping container featuring smart glass Projection technology, which initially appears as a solid glass wall but dramatically “shatters” when struck with a foam sledgehammer, symbolizing an escape from winter.  

Once inside, visitors will step into a fully immersive South Florida-inspired retreat, surrounded by coastal décor, beach chairs, palm trees, and surfboards, capturing the essence of Greater Fort Lauderdale’s “endless summer.” 

Lifeguard-clad brand ambassadors will engage with visitors, offering giveaways like sunglasses, surfboard-shaped mint containers, and tropical punch bottles. 

The Chicago activation is part of a broader campaign that launched earlier this season with digital, social, and out-of-home (OOH) activations in cold-weather markets including New York, Boston, Baltimore, Philadelphia and Washington D.C. 



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