Archaeology concept on advertising

The creative minds at The Museum of Contemporary Art, Chicago came up with a brilliant way of advertising their latest exhibition, The Way of the Shovel: Art as Archaeology. Their idea was to create a scratch-off bus shelter advertisement, giving users the opportunity to become archaeologists through unearthing the artwork beneath.

Printed on a backlit clear plastic, the attention-capturing advertisement transforms into a glowing collaborative work of art at sundown. To us, this captures the essence of print: a tangible, effective and memorable experience.

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