Chicago Shakespeare Theater: Will and George come to life

Campaign details

Advertiser: Chicago Shakespeare Theater
Agency: Arc Worldwide/Leo Burnett
Category: Cross Media Integration
Region: NA

Strategy

In today's world of beta, insta and bytes, we have evolved from a species that appreciates the talent of the arts into a society that flocks from one instant gratification to another. With $10,000 in their pocket, Chicago Shakespeare Theater (CST) came to us with the challenge to breakthrough this sea of technology and to remind us of art's transformative nature.

We decided to use the art world's nemesis – the technological devices that hold our attention captive – to mobilize a new appreciation for creativity and artistry. A campaign was developed around CST's "Sunday in the Park with George" to incite a cultural dialogue between two of Chicago's hallmark institutions – CST and the Art Institute of Chicago. In fact, the potential to unite two cultural organizations through one purpose convinced the Art Institute for the first time in a century of preserving the arts to display a fake masterpiece.