Herd Mentalities: Robinson & Maites, Flair celebrate the cow in Chicago.
The herd of cow sculptures that took over downtown Chicago this year inspired local promo shops to imaginative flights worthy of Duchamp or Dali.
Artists from all over the world filled Chicago with 300 life-sized fiberglass cows in the Cows On Parade citywide art exhibit. Adorning sidewalks, plazas, and parks, the bovine billboards caused a sensation in the Windy City among residents and tourists alike before they were all auctioned off in October.
Robinson & Maites staffers caught Mad Cow Disease, creating its own contest to see who could build the most innovative cow, using the five-inch desktop souvenirs on sale around town.
Winners from among 30 entries, selected by the R&M staff, included the Mooood Ring for best overall concept and execution, the Cash Cow for best idea, and the Barbie Q and Spring Cows, in a tie for the Way Out West award as wackiest entry. The Robinson & Maites Super-Fine Create-a Cool Cow Contest took on a life of its own with a month-long exhibit of all the agency’s cows at the Museum of Science & Industry. Creative director Dave Rockenbaugh and president Alan Maites made local TV and radio appearances to exhibit the best bovines.
“We’ve had a great time creating these cows that not only showcase our individual and collective creativity, but let us demonstrate our civic pride,” says Maites.
Across town at Flair Communications, the staff sponsored and designed two full-size cows. Flair’s Landmark Cow features a stained glass window scene. Its golden Top Cow sits atop a trophy pedestal on Michigan Ave. and “whimsically reflects Flair’s preeminent position in the promotion industry,” the agency proclaims.
Chew on that.
