Title	STOCKHOLM IS YOUR CANVAS
Brand	STOCKHOLM ART WEEK
Product/Service	ANNUAL ART FAIR
Category	A02. Augmented Mobile Experience
Entrant Company	M&C SAATCHI STOCKHOLM, SWEDEN
Advertising Agency	M&C SAATCHI STOCKHOLM, SWEDEN

Creative Execution

The initiative Stockholm Is Your Canvas lets anyone submit their art and have it displayed with augmented reality. It could be on a wall at the exclusive The Thiel Gallery side by side to Edward Munch, Carl Larsson and Prince Eugene or somewhere around Stockholm city, in collaboration with Stockholm Stad. Or on handbags. Or in the exhibition catalog. Whenever you find a Stockholm Art Week symbol just open the app on your smartphone, point your phone’s camera at the symbol and voilà – an artwork will appear on your display! Don’t forget to explore the calendar covering Art Week.

People from around the world uploaded a huge variety of artworks including famous eBoy and Alvaro Sotomayor to local talent Eijer from Karlshamn. The initiative was also picked up by a large number of blogs and news worldwide. But most important; By the visitors to Stockholm Art Week increasing the numbers of visitors by over 210% compared to the year before.

The city of Stockholm wanted to promote itself as an up-and-coming art destination. Stockholm Art Week was launched and leading institutions, museums, art galleries and fairs arranged special events throughout the week to attract the art crowd. Our idea was to put both Stockholm and Stockholm Art Week on the map for a wider audience in a fun and engaging way. But how do we democratize the art scene and get rid of the mindset that art is just for a few selected ones? And make it really easy for people to obsess over festival art? We decided to bring out the message by using something found in every pocket: The mobile phone.