Art Institute Of Chicago: Red Cube Project - 500 Ways
Energy BBDO
SUMMARY
The Art Institute of Chicago had become a static, invisible icon among Chicagoans. While the museum achieved international acclaim upon the opening of the Modern Wing in May 2009, the rate of attendance growth was dropping versus year ago. The challenge was to generate interest beyond just tourists and out-of-town visitors and drive local attendance for the museum’s ongoing “500 Ways of Looking at Modern” series of programs and exhibitions.
Consumer research among the target group of “cultural lights” unveiled insightful learning. These consumers had an emotional...