Museum of Contemporary Art Chicago: advert-body-1 by FCB Chicago

The Museum of Contemporary Art Chicago (MCA), in partnership with the Chicago office of FCB, launched an initiative in conjunction with the MCA’s newest exhibition, 'I Was Raised on the Internet' (IWROTI). The exhibition and campaign focus on how the internet has changed the way we experience the world and encourages people to recognize the different ways that the internet has shaped and impacted our lives through digital OOH boards, a six-second social spot and live installations at select Chicago locations throughout the month.

Life-sized installation: When passersby stand next to the installation, they complete the phrase 'I Was Raised on the Internet,' creating an Instagrammable moment. The pre-launch took place in Millennium Park.

IWROTI is the next phase of a larger campaign, 'Made You Look,' that launched on April 7 and encourages new and returning visitors to take a second, deeper look at the MCA after a major building redesign.

“‘I Was Raised on the Internet’ not only makes you look, but makes you think,” says Liz Taylor, chief creative officer of FCB Chicago. “Our entire way of living – how we see, feel and interact with one another – has completely shifted over the past 20 years. This campaign reflects the way people today consume media, and challenges their perspective of the world around them in an age of distraction.”