Museum of Contemporary Art Chicago: I Was Raised on the Internet by FCB Chicago

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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.”


Client: Museum of Contemporary Art Chicago (MCA)

Lauren Smallwood: Director of Communications

Abraham Ritchie: Social Media Manager

Melissa Roels: Coordinator of Marketing

Agency: FCB Chicago

Chief Creative Officer: Liz Taylor

Executive VP, Design: Kevin Grady

Creative Director: Nok Sangdee

Creative Director: John Potter

Senior Art Director: Jason LaFlore

Senior Copywriter: Matt Turnier

VP, Management Director: Kathryn Horsley

VP, Management Director: Brooke Ward

Account Supervisor: Eric Lessens

Account Executive: Michelle Chen

VP, Strategic Planning: Katie Lowman

Strategic Planner: Joanna Moy

Media Director: Josh Reeher

Media Strategist: James Rohaley

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