Creating a Sensation and Growing an Audience

Jigsaw’s “Uncrated. Unveiled.” campaign for the Milwaukee Art Museum turned the grand opening into a citywide sensation by placing 20 mysterious crates throughout Milwaukee, sparking immediate curiosity and conversation. The campaign dominated local media, generating nearly 1.2 million TV impressions and $60,000 in earned media within hours, while digital and social ads far exceeded industry benchmarks for engagement. Attendance soared to its highest in a decade—32% above the previous year and 22% above reopening goals. Post-campaign data showed that the campaign also succeeded in attracting a younger and more diverse audience.