The Art Institute of Chicago Print THRONES & CROWNS by Energy BBDO Chicago

THRONES & CROWNS

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market United States
Agency Energy BBDO Chicago
Executive Creative Director Kevin Lynch
Art Director Michael D'amico
Copywriter Jennifer Lui
Released April 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ART INSTITUTE OF CHICAGO
Product/Service: EXHIBITION
Agency: ENERGY BBDO
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Executive Creative Director: Kevin Lynch (Energy BBDO)
Copywriter: Jennifer Lui (Energy BBDO)
Art Director: Michael D'amico (Energy BBDO)
Media placement: Crowns - Bloomingdale's & Palmer House Hotel - April 15, 2011
Media placement: Thrones - Chigao Transit Association (trains) - April 15, 2011

Describe the objective of the promotion.
The objective of the creative was to drive awareness and interest for the "Kings, Queens and Courtiers: Art in Early Renaissance France" exhibition at the Art Institute of Chicago.

Describe how the promotion developed from concept to implementation.
When tasked with raising excitement around an exhibition highlighting French art from the 1500s, we knew traditional methods of communication would not get the attention, or break through to the masses, in meaningful ways. So we thought, what can we do that is unique, noteworthy but most importantly, unexpected? The answer: take pieces highlighted from the exhibition itself and use those elements to penetrate the daily lives of Chicagoans. Taking the relics that express power and prestige out of the museum and into Chicago allowed us to speak about the exhibition in a relatable, and tangible way.

Explain why the method of promotion was most relevant to the product or service.
An art museum by nature is a stuffy and ostentatious institution. We made an arguably archaic exhibition accessible. Infiltrating mass transit, retail establishments and tourist destinations with messaging around the exhibition, we connected with Chicagoans when they weren’t expecting it and thereby brought a perceived inaccessible cultural activity to their consideration.

Similar to the original pieces in the galleries of the museum, the thrones were an original placement on the trains. The never before done idea and media caught commuters attention, proving the Art Institute to be a leader in thought and communications both inside the museum walls and out.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Communications to support exhibitions were previously concentrated in traditional media formats such as bus shelters and print. To reach our consumer, we broke through traditional to target where it was not expected, ultimately raising awareness of the Art Institute and influencing consumer perception of the institution. Our clients were proven first hand that pushing the boundaries, taking risks and breaking comfortable habits could impact awareness and perception of their establishment