The Great Unknown

Neon sign letters have become a well-worn cliché in the art world, often displaying phrases like “This is not art,” “I could have done that,” “Dream big,” or “The medium is the message.” To demonstrate that any medium can be powerful—if you're willing to think where we all know you're not supposed to—here’s an experiment for you. It will be surprisingly effective, if you actually do it. A kind of ice bucket challenge, if you will.