Made You Look

The Museum of Contemporary Art Chicago (MCA) officially kicks off its first major ad campaign in 20 years. Called “Made You Look,” the campaign was developed in partnership with the Chicago office of FCB, and is a fully integrated effort – spanning digital, social, print and OOH – that reintroduces the museum to new and returning visitors following a major building redesign.
The launch is in conjunction with the MCA’s first-ever pop-up experience dedicated to the life and work of groundbreaking artist Howardena Pindell, whose retrospective is currently on view at the museum. The pop-up experience takes as its theme the year 1979, which was a pivotal time in Pindell’s life and work. (It was also the year she was involved in a life-threatening car accident, and the beginning of a prolific, five-decade-long career.) Inside the pop-up, called “1979: The Year That Changed Everything,” visitors will experience a time warp featuring the music, art, fashion and overall feeling of the year 1979 – with an undercurrent of Howardena’s work, life and philosophy running through it.
The “1979: The Year That Changed Everything” pop-up will be open to the public from 10 a.m. to 5 p.m. on Saturday, April 7, and from noon to 5 p.m. on Sunday, April 8 at 1330 N. Milwaukee Avenue in Chicago.