To bring the museum into the hustle and bustle of daily Chicago life, we created physical representations of museum pieces, representative of the era exhibited. Crowns, in the form of mirror clings, were strategically placed in hotels and retail venues, transforming Chicagoans’ reflections into that of crowned royalty. Passengers on the Chicago El trains received the royal treatment as select seats were transformed into replicas of Renaissance thrones. The thrones not only educated 'Chicago Lights' of the exhibition, but also encouraged engagement via an interactive contest. Passengers on the trains were asked to snap photos as they presided over their commuting kingdom. Those who uploaded pictures to the Art Institute Facebook page were eligible to win a more upscale royal treatment at the museum, including but not limited to, an overnight stay for 2 at the Palmer House Hilton and a private tour of the Art Institute.

Communications to support exhibitions were previously concentrated in traditional media formats such as bus shelters and print. To reach our consumer, we broke through traditional to target where it was not expected, ultimately raising awareness of the Art Institute and influencing consumer perception of the institution. Our clients were proven first hand that pushing the boundaries, taking risks and breaking comfortable habits could impact awareness and perception of their establishment