Bringing the beauty of Georgia O’Keefe’s “New Yorks” to Chicago.
THE ASK: Create concepts for a campaign that attracts visitors to the Art Institute of Chicago’s Summer 2024 art installation: Georgia O’Keeffe’s “My New Yorks.” Primarily attracting Chicago residents and driving excitement for the campaign amongst locals.
THE HURDLES:
An exhibit fully focused on her “New York” works, launching in Chicago.
This was a deviation from her most well-known work, and people may be expecting to see something different.
THE STRATEGY: Her New Yorks, Your Chicago. Leaning into the pride and excitement driven by our individual experiences and perspectives of the city we call home.
Chicagoans are known for their intense pride for their city. This ties closely to O’Keefe’s pride for her work: “My New Yorks would turn the world over”
Taps into the innate pride and excitement people feel for their city.
Allows people to admire Georgia O’Keeffe’s personal viewpoint and amplifies the importance of personal expression.
Allows viewers to examine their personal perspective of big cities, life, etc.
THE WORK: Led by design and simplicity, the team crafted simple executions city-wide that showcased the work, amplified O’Keefe’s name, and even included her handwriting.
