WICKER PARK — Fake signs warning of natural disasters and a man named Adam are popping up throughout the city.
The signs say things like, "Adam is anxious. Beware of tornadoes," and, "Adam is depressed. Prepare for severe rains and sink holes." They're part of a guerrilla marketing campaign led by author Sam Hayes to promote his book, "The Weather Man."
The novel follows a young man, Adam, who can control the weather with his emotions — for better or worse. Fearing what could happen, the government offers Adam unlimited resources to please him as part of The Pursuit of Happiness Project.
Hayes, who grew up in Highland Park but now lives in Los Angeles, put up the aluminum signs and stickers all over Wicker Park, Downtown, the West Loop and at several beaches. A friend helped him design them and then he made about 40 to be spread throughout Chicago and Los Angeles, purposefully eschewing more traditional forms of advertising.
“I really love ads that are kind of in-world, that kind of pull you into the story, and so that was what I was trying to do, was essentially just create something that looks slightly real or real enough to kind of pull you into this world and then make you wonder what it’s talking about,” Hayes said.
Hayes has received mostly positive feedback on the signs, he said, with people saying they're cool or funny. He's avoided putting anything on private property and said he hasn't damaged anything while putting up the signs.
Not everyone's a fan, though: A Wicker Park bookstore employee saw Hayes putting up the sign near the store and was "super ticked," Hayes said. But a Chicago Police spokeswoman said the signs fall into a legal "gray area" and didn't know of anyone filing a police report about them.
"I noticed the sign up a few days ago. It will probably get taken down eventually by the cleaning people," said Kevin Baker, a security guard who works near the Milwaukee, Damen and North corner where several stickers were put up. "Late at night people put the stickers up. This area is known for that. It doesn't bother me.
"I did read it. It doesn't make any sense. I don't know who Adam is."
Hayes declined to comment on if he would leave the signs up once he was done marketing "The Weather Man."
Readers can get a digital copy of "The Weather Man" by pledging $3 to Hayes' already-funded Kickstarter campaign. Other rewards are available for higher pledges.
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