MOCA Visits L.A. Neighborhoods

A branding campaign from TBWA\Chiat\Day for the Museum of Contemporary Art in Los Angeles draws on the city’s well-entrenched image as a place not readily associated with museums.

The marketing effort is the most aggressive in the history of the 21-year-old museum, comprising 60 billboards as well as TV and radio spots. Targeting consumers 25-34, the campaign is decidedly offbeat.

“MOCA is about art that breaks the rules,” said museum director Jeremy Strick. “This campaign can do the same.”

Officials at the museum said TBWA\C\D is MOCA’s first lead ad agency, handling creative and media duties on the estimated $1 million account.