The Museum of Modern Art in Brooklyn? Well, yes and no. In an unprecedented move by MoMA’s new marketing advisory committee, the museum is going underground, by taking over all the available ad space in the Atlantic Avenue and Pacific Street stations. MoMA reproduced many well known pieces from its collection including works by Pablo Picasso, Cindy Sherman, Edward Hopper, Georgia O’Keefe, and others. The campaign will also exhibit Doug Aitken’s 2007 video installation, sleepwalkers. And like the museum, several of the pieces will have audio guides, “which can be heard through the stations’ payphones or downloaded to portable devices.” MoMA Atlantic Pacific opens today and runs through March 15th. Read more about the campaign in the Times.

We couldn’t help but compare this to National Gallery’s 2007 ad campaign, The Grand Tour. In partnership with HP, the artworks were reproduced with gilded frames and dispersed throughout London. The public was also asked to participate in the campaign by submitting their photos to The Grand Tour’s flickr group. Great marketing we thinks.

Update: The site is up and running. You’ll be able to download the guides from the site. It looks like they are also using flickr to encourage user generated photos.