Conferences like BOOST are designed to bring physicists to think about the latest results in the field. When you put 100 experts from around the world together into a room for a week, you get a fantastic picture of the state of the art in searches for new physics and measurements of the Standard Model.

I arrived in Chicago for my first conference after the first long LHC shutdown, where new results from the two big experiments ATLAS and CMS were to be shown. Before the beginning of the conference on Monday, I had one day to fight against jetlag and see the city – certainly not enough time to see everything!

When I arrived in Chicago this last Sunday for the BOOST conference I had a pretty good idea what new results we were going to show from ATLAS. I also had some rough ideas of what our friends from the other experiments and theory groups would be up to. What I didn’t expect was to see an ad that would fit the conference so nicely!