DOOH Advertising
Outfront rings in Pope Leo XIV with baseball-themed DOOH campaign
Outfront ran a digital OOH baseball themed campaign to celebrate Pope Leo XIV's Chicago roots and his loyalty to the Chicago White Sox.
May 28, 2025 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
Following the death of Pope Francis on April 21, the world waited with anticipation for news of the next pontiff. On May 18, the Catholic Church selected a native Chicago resident Pope Leo XIV, the first American to hold the title.
Now the next big question — was Pope Leo XIV a Chicago Cubs fan or a Chicago White Sox fan?
Outfront Media, an advertising and DOOH company, decided to run a baseball-themed campaign celebrating not only Pope Leo XIV's new role but his loyalty to the Chicago White Sox MLB team.
To learn more about the campaign, Digital Signage Today reached out to Erin Brady, senior marketing director of the Midwest at Outfront, in an email interview.
Q. Can you share background of the campaign?
Brady: On May 8, Chicago native Pope Leo XIV was announced as the new leader of the Catholic Church. Before the white smoke cleared, he was lovingly dubbed Da Pope, but in true Chicago fashion, the city quickly turned its attention to a more pressing debate — was he a Cubs fan or a Sox fan?
Outfront jumped into the fray with a playful digital and social campaign that took off when billboards — purchased by an anonymous person — popped up around the city, cheekily cheering on the new pope and fueling the city's spirited rivalry. As the speculation reached a fever pitch, the answer finally emerged with resounding clarity: Pope Leo XIV, a true Southsider, proudly roots for the White Sox.
So, in the hours when the world welcomed the new leader into the Catholic Church, it wasn't above Chicago to also ask for a little divine intervention and a season blessed with White Sox victories. Go, Go Pope Leo XIV!
Q. How many displays did it run on?
Brady: The campaign ran on 15 digital screens across the Chicago market.
Q. What has reaction been like to it?
Brady: As with anything South vs. North side baseball, the debate was spirited, passionate and filled with misplays. At the top of the first, most Chicago fans and both baseball organizations had already staked their claim to having Pope Leo XIV's allegiance.
However, when Pope Leo XIV's baseball loyalty was revealed, White Sox fans celebrated their papal win, while Cubs fans jokingly vowed to convert him. Inevitably, Windy City pride was felt across the city and this debate proved once again that in Chicago, baseball is not just a game, it's a lifelong commitment.
Q. What are some other examples of community focused campaigns Outfront runs in Chicago and other areas?
Brady: Outfront is deeply committed to fostering the communities that our OOH canvases reach. In Chicago, we have recently showcased charitable endeavors such as Ronald McDonald, while also supporting meaningful causes like Farmlink Project. Our digital OOH advertising has facilitated vital connections between organ donors and patients in need and continues to shine a spotlight on local events which strengthen community bonds.
We take immense pride in helping people, places and businesses grow stronger. Each municipality or town we work with has distinct needs, and we are dedicated to helping our partners convey their messages to the masses for the greater good.
Q. What are ways that DOOH can promote community pride and initiatives beyond just advertisements for companies?
Brady: DOOH continues to be a powerful tool for fostering community pride. Our canvases have been utilized in real time to highlight local heroes, commemorate city milestones, promote communal endeavors, champion growth, support small businesses, showcase cultural events and so much more. This hyperlocal messaging naturally resonates with residents, fortifies connections and galvanizes community engagement.
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