The launch of Chicago Justice with Universal Channel
PrettyGreen was tasked with publicising the new US legal drama Chicago Justice on the Universal Channel, starring the legendary Carl Weathers (from the Rocky franchise, which is celebrating the 40th anniversary of the first film’s launch in the UK) and Philip Winchester (Strike Back). As the fourth show in the Chicago television franchise we wanted to tap into the existing fan base and give them the experience of a set visit.
So we set out to recreate ‘Molly’s Pub’ which was first made famous in Chicago Fire and is now a firm fixture throughout most of the Chicago shows. The original Molly’s had initially been filmed in Lottie’s Bar, a real venue in Chicago with fairy lights hanging from the ceiling and a traditional all-American bar feel. However, as the venue started to play a greater role in the franchise, the show’s producers painstakingly rebuilt their own Molly’s in their studio.
So we set to work with the client and show team to start printing key branding elements seen in the show and installed 200m worth of fairy lights across the ceiling – the signature from Molly’s.
All that was then left was the presence of the stars themselves, Carl and Philip, who held a Q&A with invited media and fans, ensuring that everyone felt like they had truly stepped into a piece of Chicago, without having to cross the pond.