Leo Burnett and Arc Worldwide's 'Open Something Greater This Holiday' campaign for the Art Institute of Chicago inspires Chicagoans to unwrap their favorite artwork this holiday season.
This unique and truly hands-on campaign builds on the excitement of unwrapping famous works of art through print, digital, social, out of home, transit, ambient and event. This experience is one of a kind and the unwrapping theme can be found throughout the campaign. Whether it is peeling back a print ad to reveal a work of art from the institute, unwrapping the Art Institute lions or even unwrapping an invitation to visit, the joy of revealing this unique campaign is scattered throughout Chicago.
Earlier this year, Leo Burnett and Arc Worldwide was honored to be selected as the Art Institute of Chicago's pro-bono creative agency of record.
Why This Trend Is Growing
- Interactive Advertising
- The 'Open Something Greater This Holiday' campaign demonstrates the potential for interactive advertising that engages consumers in a hands-on experience.
- Print-to-digital Integration
- The campaign's use of print ads that reveal digital content showcases the opportunity for integrating traditional print media with digital technology.
- Multichannel Marketing
- The use of various channels such as print, digital, social, out of home, transit, ambient, and events highlights the effectiveness of a multichannel marketing approach.
Industries Being Reshaped
- Advertising and Marketing
- The campaign presents innovative opportunities for advertising and marketing agencies to create interactive and engaging experiences for clients.
- Art and Culture
- The Art Institute of Chicago's unique campaign demonstrates the potential for art institutions to leverage creative and immersive marketing strategies.
- Print and Digital Media
- The integration of print and digital media in the 'Open Something Greater This Holiday' campaign presents opportunities for growth and innovation in the print and digital media industry.
