Sculpture Milwaukee is one of the world’s largest sculpture exhibits, with 35 pieces installed over five miles in the heart of the city. Yet many locals don’t realize it’s a connected exhibit they can enjoy for free. So we set out to bring awareness to the masses and encourage everyday Milwaukeeans to open their eyes to art they can experience every day.
We worked with quirky, recognizable Milwaukeeans who shared their inner thoughts on their favorite sculptures. Then we created fantastical worlds of objects, shapes and colors that reflected the artsy personalities of the subjects and made the campaign a work of art itself. The idea was to entice ordinary people to seek out the sculptures so they could experience what these extraordinary people see.
Engagements across all measurable advertising proved the campaign was well received. Digital ads had clickthrough rates up to 11x over benchmark. Social media promotion garnered more than 7,000 views per post. And there were over 20 media articles written about Sculpture Milwaukee as a result of the campaign.
“Nelson Schmidt is an incredibly creative, dynamic, talented partner that we are fortunate to work closely with. I can't wait to see where the team takes the “See What They See” campaign in 2023 and what new heights we explore together.” – Brian Schupper, Executive Director, Sculpture Milwaukee