Leo Burnett Chicago 'Unthink Magritte' for Art Institute of Chicago

Leo Burnett Chicago helped launch the opening of the Art Institute of Chicago’s latest exhibit by creating an integrated advertising campaign “Unthink Magritte” celebrating the artist’s work from 1926-1938. The campaign captures the mystery of Magritte’s work, which, through his unique view of the world, wants us to “Unthink” his art and the world we see around us. 

Rene Magritte’s work stimulates conversation, debate and interpretation. Magritte’s work asks questions. Creates puzzles. Turns what we know on its head. The viewer becomes a part of the process. And he is asked to interpret Magritte’s take on everyday objects, environments, situations and the surreal.

The campaign communicates that Magritte’s work does more than make us rethink. It makes patrons believe Magritte, through his work, through his unique view of the world, wants them to Unthink. “Unthink Magritte” will appear in newspaper, print, web, events, and an “Unthink” mobile app. It will also appear prominently in out-of-home including bus shelters, spectaculars and ambient. 

Patrons of the Art Institute of Chicago can create and share their own audio, text and photographic interpretations or "Uninterpretations" of the Magritte exhibition or the world around them as inspired by Magritte’s work, using the Unthink Magritte mobile app also created by Leo Burnett Interactive. 

Credits

Client: The Art Institute of Chicago Agency: Leo Burnett Chicago 

Ad or Campaign: Unthink Magritte 

Chief Creative Officer: Susan Credle 

Executive Creative Director: Britt Nolan & Mikal Pittman (SVPs) 

Creative Director: Vince Cook & Colin Selikow (SVPs) 

Art Director: Mike Costello 

Copywriter: Pete Lefebvre 

Account Executive: Becca Wilson 

Account Supervisor: Laura Zimmer 

VP Digital Strategy: Maria Rentzelos 

VP Planning Director: Kevin Richey 

EVP Account Director: Cliff Schwandner 

Senior Producer: Ellie Simcoe 

Senior Producer: Topher Cochrane 

VP Director Celebrity Svcs: Peggy Walter

Senior Technical Producer: Karen Jackson 

Technology Director: Chad Emerson 

VP Program Director: Nicole Baumstark

Project Manager: Julia Fedor 

Program Manager: Nicole Baumstark

Senior Creative Technologist: Greyson Parcell 

User Experience Designer: Jim Distefano

VP Executive Producer: Rob Allen 

Senior Techinical Producer: Luke Reed

VP Executive Producer: Jamie McCarthy 

VP Creative Art Director: Nuno Ferreira

Technologist: Ben Steward