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Kevin Lynch/James Wood, writers
Kevin Lynch, creative director
Mike McQuade, design director
Christian Lantry, photographer
Heather Beck/Liz Miller-Gershfeld/James Pratt, agency producers
Proximity Chicago, digital agency
Art Institute of Chicago, client
"So we made the logo bigger. Literally. Eight-feet-cubed to be exact. And then put it outside Navy Pier. And then made 499 more of them. Not quite as big, but big nonetheless, 500 total. Placed them all over the city. And then, instead of trying to convince Chicagoans to come to us and look at world-class art, we gave them red cubes and let them make it themselves. This project does more than integrate traditional, digital and social media, it exemplifies creative 'interactive' marketing in the truest sense of the word: We inspired people to interact with the Art Institute brand in a meaningful, sustainable way. Check out what happened with the cubes at: www.500-ways.com. Or visit the Modern Wing when you're in Chicago."
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