AN IDEA SET IN CONCRETE

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 new Calatrava wing at the Milwaukee Museum of Art uses the strength and support of concrete to appeardelicate. To promote the museum’s 13th Grape Lakes Wine and Food Festival, Nelson & Schmidt Marketing Communications chose to mirror the ongoing construction activity at the cultural center.

In posters given to festival participants and others, the Milwaukee agency juxtaposed a cement truck and a wine glass, with wine pouring down the truck’s chute into the glass. The image conveys both the strength and fragility of the new wing, scheduled to open in 2001.

“We thought it was important to focus on the construction of a unique and highly complex concrete structure—but to also have some fun with it,” said Mark Gale, evp and creative director.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in