The Art Institute of Chicago is launching an integrated campaign promoting several innovative digital tools that the museum is introducing to the public.
Featuring multiple video, print and digital assets created by Leviathan, Chicago, the museum's campaign is currently unfolding on the institute's Web site, on digital signage throughout the museum, across the museum's social media channels and in traditional media placements. Mediavest | Spark is the media agency who executed the buys.
One video promotes the Art Institute of Chicago JourneyMaker, the museum's digital installation that empowers visitors to create their own one-of-a-kind journeys in the museum.
Showing families with young children visiting the interactive kiosk in the museum's Ryan Learning Center, the video uses colorful animation and seamless visual effects to illustrate how using JourneyMaker can transform museum visits into themed adventures. Another video details the offerings of the museum’s official mobile app.
The videos will be available on the museum’s YouTube page and other social-media platforms. Stills from the videos will be used in print ads, in digital signage within the museum, and in e-mail outreach to the museum’s audiences.
"The Art Institute is the perfect background for animated visuals to move throughout the space — as well as being a metaphor of the visitor's journey and what it feels like to experience art with these new interactive technologies,” says Bradon Webb, Leviathan creative director.
The agency’s mission was to create compelling and unique assets that the museum can use to spread the word about innovative technologies they are introducing to inspire engagement with technology, all of which is designed to help visitors better understand art while driving curiosity surrounding the collection, says Jason White, Leviathan’s executive creative director.
Specifically aiming to attract new audiences, the Art Institute's executive director of digital experience, Michael Neault, envisioned the campaign as engaging visitors both inside and outside the museum.
”Our work with the Art Institute of Chicago is a great, ongoing opportunity to help the museum tell its story of leadership in digital media and interpretation,” White says.