Leo B creates new Art Design Chicago campaign

Detail from a new poster for Art Design Chicago

Detail from a new poster for Art Design Chicago

Proffered riddles
on colorful posters
inspire members
of the public to
engage with

Art Design Chicago, a yearlong celebration of Chicago’s art and design legacy spearheaded by the Terra Foundation for American Art, recently kicked off its fall brand activation campaign.

Described as a “curiosity-building campaign,” the pro-bono effort conceived by iconic Chicago design firm Leo Burnett employs numerous unique and creative elements.

Components include the “Maybe you should just go see it” posters featuring bold colors and intriguingly worded “teasers” that describe well-known public artworks and artwork currently on view in museums citywide.

The proffered riddles also inspire members of the public to engage with Art Design Chicago’s social media campaign, with #JustGoSeeIt, becoming the ultimate prompt for audience participation.

In addition to print and digital advertising, the Just Go See It awareness campaign includes an installation in the Welcome Center of the Chicago Cultural Center, showcasing the campaign posters alongside areas for visitors to draw their own versions of the poster riddles on blank sheets.

One of the most fun components is the “Art Cart,” a specially designed hot dog cart where members of the public can exchange their personal drawings of hot dogs for a real hot dog, and learn about Art Design Chicago.

The Art Cart will be outside the Cultural Center to help kick off Jazz Fest on Thursday, August 30th from 2-6 p.m., and also at the Launch Event of Art on theMART on Saturday, September 29.

The partnership between Art Design Chicago and Leo Burnett fits perfectly within the initiative’s broader mission to promote the history and influence that Chicago has had on the arts and design the world over.

The city has served as an influential testing ground for ideas connecting art, industry and design that eventually gained international currency.

Leo Burnett has played a key role in elevating Chicago’s prominence internationally, and many designs from the Leo Burnett archive are present in upcoming Art Design Chicago exhibitions, such as Up is Down: Mid-century Experiments in Advertising and Film at the Goldsholl Studio, opening September 18 at the Block Museum of Art.

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