Cocktail-clad members of top ad agencies in Boston will flock to the House of Blues Wednesday night for one of The Ad Club‘s largest annual events, known as the Hatch Awards. Though guests will begin to trickle into the dazzling venue around 5:30 p.m., those dawdling behind won’t have to miss a minute of the excitement going down inside.

Thanks to a generous sponsor, The Ad Club will live stream the Hatch Awards’ happenings on a massive billboard for all of Fenway to see. From acceptance speeches to silly photobooth pictures with industry friends, The Ad Club will put the evening’s festivities up in lights. In a playful reversal of roles, ad execs will take the place of the brand campaigns they create as they are featured on the billboard, located at the bottom of Lansdowne Street, right next to Jillian’s.

Over the course of the night, the city’s creative talent will take turns cheering for one another’s work, and toast to the thriving Boston ad community and the powerful branding and campaigns coming out of Boston agencies. Because though taking home a Hatch Award is no easy feat, the real excitement of the night stems from the rekindling of old connections and the formation of new rapports within the industry.