To call attention to Upgrade 74, downstate Illinois’ large road reconstruction project, Ross Creative + Strategy has created an online charades game, Upgrade 74 StayCool, which offers prizes to those who guess the correct movie title construction worker Jack Hammer is acting out. Prizes range from round trip tickets to Orlando to a large Papa John pizza each month for a year to tanning packages, free CDs and movie passes.
Having lived through the last 15 years of Boston’s still unfinished Big Dig project, we can certainly identify with the need to portray the construction worker as a friendly, humorous character rather than one who conjures up images of the devil as you try to squeeze your way through a maze of detours on your way to work.
