Position: Strategic lead
Art Direction: Stella Kwoun, Noreen Nyakudya
Copywriting: Sam Centerbar, Tahj Edwards, Emilly Olivares
Design: Ian Chen
Strategy: Didi Jin, Julia Martin, Lily Wan
Account: Carlos Eloisa, Emma Forsyth, Sami Frishman, Gift Pendleton, Annika Sager
Duration: 2 weeks
Description: A full-funnel campaign that will rebuild awareness of performance offerings and drive ticket sales to each respective performance of the Chicago performance series. Build audience for the 2023 On Stage: Frictions series and align on concepts and awareness strategies for upcoming MCA performances.
Problem: After a stagnant 2 years, the MCA is struggling to build awareness and interest for its performance offerings.
Target Audience & Cultural Insight: Novelty seekers with an affinity for the arts and performance (18-60 years of age) who may not know about MCA performances or that they are back in-person. After feeling deprived of human connection, there is a shift towards valuing shared experiences where they once turned to material goods.
Provocative Insight: People are hungry to engage with novel and unique experiences, regardless of what those experiences may be. They are looking to take back control in their life and are seeking experiences to fill that gap.
Strategic Solution: EXPERIENCES BEYOND THE EXPECTED.
Reasons to Believe: MCA has established itself as the space for unexpected art forms to take root and provide the bridge between novelty seekers and conversations that shift culture.
Creative Approach: People tend to need that extra push, the "invitation" for them to try something new, something that they're intrigued by but is hesitant due to the unknown. By having "Novel Invitations" around the city of Chicago, our potential audiences are actively invited to visit MCA and to experience novelty trough our three different phases of campaign-Creating Buzz before, Day of, Evergreen (after day of event).
By placing our invitations in high traffic areas, such as the subway stations, allows for people can physically engage with the invitations. Commuters are encouraged to TAKE PART of the installed poster and TAKE PART in a new experience.
(seen below)
