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

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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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