Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
The Museum of Contemporary Art in Chicago has employed scratch-off advertising on bus shelters around the city to hype its newest exhibition, The Way of the Shovel: Art as Archaeology. The ads were printed on backlit, clear plastic. Scratching off the opaque topcoat reveals cool artwork underneath.
Since an ad campaign requiring real digging with actual shovels would have been prohibitively costly, difficult and unsafe, this is probably the best way to reinforce the theme of the exhibition.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in