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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.

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