The Art Institute of Chicago

All roads Lead to
The Art Institute

Winning team

Content Creator: Oli Na

Art Director: Nick Beccar Varela
AI Creative Tech: Phuc (Alva) Nguyen
Project Management: Dean Schwager
Business Leadership: Caroline Aldridge, Emma Graves
Strategy: Saahith Jayaraman

During my Leo Burnett internship, our intern team created an organic social campaign pitch for the Art Institute of Chicago. The ask was to help local Chicagoans see the museum as a place to return to — not just for special occasions, but as part of their everyday connection to the city.

Our approach celebrated Chicago culture, neighborhoods, history, and local rituals to make the museum feel more familiar and community-driven. We balanced social-first, trend-aware ideas with a tone that still felt thoughtful and true to the institution.

The Ask

How can we inspire local Chicagoans to return to the Art Institute of Chicago more often, making the museum feel like a recurring destination while staying approachable, culturally relevant, and true to the institution?

Approach

We grounded the campaign in what feels distinctly Chicago, using neighborhoods, transit, food, local culture, and everyday city rituals as entry points into the Art Institute. The goal was to make the museum feel less distant and more like a familiar part of the community. Our content ideas balanced approachable social storytelling with a tone that still felt true to the institution.

We pitched concepts across exhibitions, events, platform strategy, and larger launches to encourage recurring visitation and remind Chicagoans that the Art Institute is always there to return to.