When Minneapolis cultural icon Weisman Art Museum looked to build a much-needed addition to the main gallery, it mean closing its doors (and stepping out of the spotlight) or over a year. A successful reopening would mean reestablishing the museum’s place in the community. “WAM! Now that’s art” was a campaign that focused on audience interaction, much like the Weisman itself. Print ads, interactive environmental “frame” installations, and a connective, community-building app rounded out the tactics that ramped up to a record breaking grand-reopening, and a 300% increase in art donations.