These Ads Promote an Exhibit at the Museum of Contemporary Art Chicago
Laura McQuarrie — April 26, 2014 — Marketing
References: theatlanticcities & creativeguerrillamarketing
As part of a brilliant promotion for 'The Way of the Shovel: Art as Archaeology' exhibit at the Museum of Contemporary Art Chicago, a series of scratchable ads were set up, literally giving people a taste of the exhibit, as well as the chance to become excavators themselves.
The ads begin off plain white with text that reads "The Way of the Shovel" and the surface is made to be scratched just like a lottery ticket and reveals a treasure underneath—a totally different colored advertisement. On a deeper level, the posters serve as a commentary for the need to celebrate and preserve art, but on the surface, they're also a pretty great way to kill some time at the bus stop.
The bus shelter ads for the Museum of Contemporary Art Chicago were set up by Classic Color printers and to make the advertisements even more dynamic, they were printed on transparent plastic, which was also back-lit so the ads glow at night. The concept and design were done by Romain André and Michael Savona for the Museum of Contemporary Art Chicago -- a destination that is a must for art-lovers attending Trend Hunter’s Chicago innovation conference.
The ads begin off plain white with text that reads "The Way of the Shovel" and the surface is made to be scratched just like a lottery ticket and reveals a treasure underneath—a totally different colored advertisement. On a deeper level, the posters serve as a commentary for the need to celebrate and preserve art, but on the surface, they're also a pretty great way to kill some time at the bus stop.
The bus shelter ads for the Museum of Contemporary Art Chicago were set up by Classic Color printers and to make the advertisements even more dynamic, they were printed on transparent plastic, which was also back-lit so the ads glow at night. The concept and design were done by Romain André and Michael Savona for the Museum of Contemporary Art Chicago -- a destination that is a must for art-lovers attending Trend Hunter’s Chicago innovation conference.
Trend Themes
1. Interactive Advertising - Creating advertisements that allow people to interact with them like the scratchable ads at the Museum of Contemporary Art Chicago exhibit can entice customers and create memorable experiences.
2. Combining Art with Technology - By incorporating technology and creativity into marketing and advertising campaigns, brands have the ability to engage audiences in new and unique ways like the Museum of Contemporary Art Chicago scratchable ads.
3. Mixed Media Advertising - Using a variety of materials and techniques like transparent plastic and back-lighting can help ads stand out and make a lasting impression on viewers as seen in the scratchable ads at the Museum of Contemporary Art Chicago exhibit.
Industry Implications
1. Advertising - Incorporating interactive elements and mixed media techniques like scratchable and back-lit ads can revolutionize the traditional advertising industry.
2. Art - Combining art with advertising campaigns like the Museum of Contemporary Art Chicago scratchable ads can help more people appreciate and celebrate art in innovative ways.
3. Entertainment and Events - By creating memorable and interactive experiences for attendees like the scratch-off ads at the Museum of Contemporary Art Chicago exhibit, the entertainment and events industry can entice and retain a larger audience.
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