To draw attention to their latest exhibition, The Museum of Contemporary Art in Chicago decided to give people the opportunity to tap into their archaeological abilities. A scratch-off bus shelter advertisement, which promotes The Way of the Shovel: Art as Archaeology, gave passengers a chance to unearth hidden artwork while they waited for the next bus to arrive.
Printed on a backlit clear plastic, the advertisement also transforms into a shimmering piece of art at sundown. Unlike most other lifeless efforts that go unnoticed along public transportation routes, the museum’s promotional tool encouraged engagement and was also able to react to its environment.
The advertisements could be found at four different locations:
- #101 at 237 N. Michigan Avenue, just south of Wacker
- #157 at 2 E. Chicago Avenue, Chicago and State
- #31 at 360 W. Madison Street, Madison and Wacker
- #974 at 55 E. Monroe Street, Monroe and Wabash