Made You Look
Museum of Contemporary Art Chicago (MCA)
Issue 47 | July 2018
Agency
FCB Chicago
Creative Team
Chief Creative Officer: Liz Taylor EVP, Head of Design: Kevin Grady EVP, Executive Creative Director: Ecole Weinstein Creative Director: Nok Sangdee Associate Creative Director: John Potter Management Director of Integrated Production Services: Kerry Hill Executive Producer: Audrey Wojtonik Producer: Jeannie Slezak Associate Traffic Manager: Kate Vilt VP, Director of Music: Stump Mahoney VP, Director of Strategic Planning: Katie Lowman VP, Group Management Director: Brooke Ward Account Supervisor: Eric Lessens
Production Team
Editor: Dave Cullen Senior Motion Designer: Brian Steckel Senior Producer: Clare Deady
Other Credits
Client: Museum of Contemporary Art Chicago (MCA) Director of Communications: Lauren Smallwood Social Media Manager: Abraham Ritchie Coordinator of Marketing: Melissa Roels
Date
April 2018
Background
The Museum of Contemporary Art Chicago (MCA) officially kicked off its first major ad campaign in 20 years. Called “Made You Look,” the campaign was developed in partnership with FCB Chicago and is a fully integrated effort that invites the public to take a second, deeper look at the museum following a recent major redesign.
Idea
Reflecting the energy, excitement and buzz at the MCA, one of the centerpieces of the new campaign is a series of six-second, high-energy, high-impact videos that make people stop and think (“Made You Look”) about what they are seeing. The social, digital, print and out-of-home ads also feature a few of the exhibitions currently on display at the MCA, as well as some of the museum’s new experiences and highlights following the building redesign (the new restaurant, a new social engagement space and the new MCA sign). As a contemporary art museum, the MCA is always changing and the videos’ fast and varied pace reflects that.