"OPEN SOMETHING GREATER"
ART INSTITUTE OF CHICAGO
The Art Institute of Chicago needed to raise attendance during the holidays. The goal was to remind Chicagoans that there’s only one place they can go and open something not found on anyone’s Christmas list – one place to ‘open something greater’.
The idea was to have the Art Institute wrap their newest acquired masterpieces (worth millions) and then let the public unwrap them. The event was promoted by creating interactive unwrapping moments – a Facebook guessing game where paintings were unwrapped one post at a time, rich media banners unwrapped with a cursor, a scavenger hunt game at the museum, and even the decades-old annual ‘Wreathing of the Lions’ ceremony was wrapped.