FCB launches “I Was Raised on the Internet”

IWROTI installation at Millennium Park

IWROTI installation at Millennium Park

FCB and
The Museum of
Contemporary Art
continue the success of
“Made You Look”
with a campaign and exhibit
about the influence
of the internet

 
Last weekend, the Museum of Contemporary Art Chicago (MCA), in partnership with the Chicago office of FCB, launched a thrilling integrated campaign in conjunction with the MCA’s newest exhibition that will combine digital OOH boards, a six-second social spot, and live installations at select Chicago locations throughout the month.

An Instagram moment
An Instagram moment

Titled, I Was Raised on the Internet (IWROTI), the exhibition and campaign focus on how the internet has changed the way we experience the world and encourages people to recognize the different ways that the internet has shaped and impacted our lives.

The outdoor component includes a gigantic and whimsical recreation of the campaign’s name that passersby can stand beside and create an Instagrammable moment by completing the phrase “I Was Raised on the Internet.”

The pre-launch took place in Millennium Park on Sunday, July 1, and continued at Union Park last weekend. Stay tuned to Reel Chicago for announcements about additional locations.

ALSO READ: FCB helps the MCA bring 1979 back to life in Wicker Park.

 
INTERNET I WAS RAISED ON THE INTERNET
THE MUSEUM OF CONTEMPORARY ART IN PARTNERSHIP WITH FCB CHICAGO

 

I Was Raised on the Internet not only makes you look, but makes you think,” says
Liz Taylor, Chief Creative Officer of FCB Chicago. “Our entire way of living — how
we see, feel and interact with one another — has completely shifted over the past 20 years. This campaign reflects the way people today consume media, and challenges
their perspective of the world around them in an age of distraction.”

 
LATE NIGHT I WAS RAISED ON THE INTERNET
THE MUSEUM OF CONTEMPORARY ART IN PARTNERSHIP WITH FCB CHICAGO

 

IWROTI is the next phase of a larger campaign, “Made You Look,” that launched on April 7 and encourages new and returning visitors to take a second, deeper look at the MCA after a major building redesign.

 
FREE I WAS RAISED ON THE INTERNET
THE MUSEUM OF CONTEMPORARY ART IN PARTNERSHIP WITH FCB CHICAGO

 

CREDITS
Client: Museum of Contemporary Art Chicago (MCA)
   Lauren Smallwood: Director of Communications
   Abraham Ritchie: Social Media Manager
   Melissa Roels: Coordinator of Marketing

Agency: FCB Chicago
   Chief Creative Officer: Liz Taylor
   Executive VP, Design: Kevin Grady
   Creative Director: Nok Sangdee
   Creative Director: John Potter
   Senior Art Director: Jason LaFlore
   Senior Copywriter: Matt Turnier
   VP, Management Director: Kathryn Horsley
   VP, Management Director: Brooke Ward
   Account Supervisor: Eric Lessens
   Account Executive: Michelle Chen
   VP, Strategic Planning: Katie Lowman
   Strategic Planner: Joanna Moy
   Media Director: Josh Reeher
   Media Strategist: James Rohaley

Shelly Yusko
   Communications Associate

 
Send your creative updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.

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