| Title | POWER OF ART |
| Brand | GARAGE MUSEUM OF CONTEMPORARY ART |
| Product/Service | MUSEUM OF CONTEMPORARY ART - NEW BUILDING |
| Category |
A09. Travel, Transport & Tourism, Entertainment & Leisure |
|
Entrant Company
|
GRAPE (A POSSIBLE AGENCY) Moscow, RUSSIA
|
|
Advertising Agency
|
GRAPE (A POSSIBLE AGENCY) Moscow, RUSSIA
|
|
Production Company
|
ASAP PRODUCTION Moscow, RUSSIA
|
Credits
| Vladimir Garev |
Grape Ltd |
Creative Director |
| Vsevolod Navashin |
Grape Ltd |
Art Director |
| Nikolay Pruzhinin |
Grape Ltd |
Copywriter |
| Alexandra Dolgina |
Grape Ltd |
Account Manager |
| Ekaterina Telegina |
Asap Production |
Director |
| Batyr Morgachev |
Asap Production |
Cameraman |
| Asya Kotelnikova |
Asap Production |
Producer |
| Maxim Kuzmin |
Asap Production |
Producer |
| Yana Krylova |
Asap Production |
Post-production Supervisor |
The Campaign
For the announcement of the new building of the Garage Museum of Contemporary Art, GRAPE filmed three promotional teasers for TV. We asked real persons, who worked at the construction site, to become our story tellers. One of them was welder Dmitry Sergeevitch. The films reveal how the seemingly technical crafts are in fact tied to art. The campaign had the challenging task of telling the story of Garage not through the point of view of an artist or curator, but through the eyes of the worker, for whom art has become a collaboration on the creation of a physical space. The project consists of three fifteen-second videos, each of which features the personal story of a direct participant in the construction of Garage's new building. In addition to the welder story, there are films about electrician Mikchail Mikhailovitch and painter Nikolay Anatolyevitch. The documentary language until this time was used only in online-campaigns, that is why using it as a tool for TV advertising is completely innovative.