Yoko Ono: Music of the Mind –

MCA Chicago Campaign

The Ask: Drive attendance to the "Music of the Mind" exhibition at the MCA Chicago by transforming Yoko Ono’s conceptual prompts into a city-wide interactive experience.

The Strategy: The "Un-Advertising" Campaign. Instead of traditional "look at this" ads, we will deploy "do this" instructions. By placing minimalist, poetic prompts from Grapefruit across Chicago, we invite the public to participate in the art before they even reach the museum, making the exhibition a literal and metaphorical destination.

The Insight: People don't want to just look at art, they want to feel seen by it. In a world of over-stimulation, Yoko Ono’s quiet, instructional prompts act as a psychological "reset button." By giving the audience a small, imaginative task to perform, we create a personal connection that makes visiting the MCA feel like the natural next step in their creative journey.

AD: Ashley Corona, Ali Stringham, Hazel Avery

CW: Ashley Corona, Ali Stringham, Hazel Avery, Yoko Ono