Scratch and Discover: Chicago Museum Launches Lottery-Style Billboards to Promote New Exhibit

Commuters Invited To Rub Away at Museum of Cotemporary Art Posters to Reveal Surprise

Published on Feb 13, 2014

Editor's Pick

The Museum of Contemporary Art Chicago has recently released a promotional campaign for its exhibition The Way of the Shovel: Art as Archaeology. The promo ad displayed on bus stops is quite unique and engages the public with a lotto-styled scratching method to remove layers and discover what lies beneath. As they scratch away, Chicago artist Tony Tasset's self-portrait as Robert Smithson is revealed with a special two-for-one admission offer to MCA Chicago.

The ad was created in-house.

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Feb 17, 2014
Museum of Contemporary Art Chicago
Director of Communications:
Matthew Renton

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