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Surreal Pricing

Award: Wood Pencil

Wood Pencil / Branding / Brand Experience & Environments / 2015

The Art Institute of Chicago wanted to build interest for their summer exhibit Magritte: Mystery of the Ordinary. But Leo Burnett Chicago found that one of the biggest barriers to people experiencing art is cost. Leo Burnett broke down that barrier in a way perfectly suited to the work of Magritte, an artist whose aim was to make art more accessible. The Surreal Pricing event allowed people to pay their museum admission with their own piece of surreal art created at home, or right there at the event. Instead of money, people paid with rubber gloves, plastic dinosaurs and polka dot shoes. Contributions were curated by museum staff, with the best ones actually exhibited as part of the Magritte show.

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