Brand Story We Love: The Way Of The Shovel

It’s not easy, making something like a museum or an art gallery seem relevant to busy people consumed with life and work.

But an advertising campaign by The Museum of Contemporary Art Chicago around its show The Way of the Shovel tries to do just that.

The show itself looks at art, particularly that which was created after September 11, 2001, as a modern form of archaeology.

The museum wanted the promotional campaign to reach ordinary people in ordinary moments.

So they hung the posters in bus shelters and invited those waiting for buses to scratch away at the poster. Like a lottery ticket.

Underneath, it revealed more art and a two for one admission offer.

Why we love it:

• This show is so unpretentious it waits with you at the bus and seals the deal with a coupon
• It takes that secret temptation we’ve all had (some act on) to scratch at those posters in bus shelters
• It is a beautiful marriage of form and content, life and art
• It is old school interactive and lets you get your hands right in there (there’s a QR code too once the top layer has been revealed)
• The show is about digging down to find new layers. So is the ad.
• It glows at Sundown

Any Growth Potential?

• Critics have found the positioning of the QR code in the actual ads promoting the ads and the show overbearing
• Otherwise,  nah, we’re cool

So to recap, it is a glowing act of art museum-sanctioned collective vandalism that rewards you with a coupon.

Well played, Museum of Contemporary Art Chicago.

You too Classic Color, the oh-so-awesome-people who were responsible for bringing the campaign to life.