| Title | OMG! I'M IN S.M.A.K. |
| Brand | CANVAS |
| Product/Service | TV STATION |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Additional Company
|
CANVAS Brussels, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Vincent D'Halluin |
mortierbrigade |
Strategic Director |
| Lore Meert |
mortierbrigade |
Producer |
| Jan Schoofs |
mortierbrigade |
Copywriter |
| Babo Schokker |
mortierbrigade |
Art Director |
| Tamara Schauvliege |
mortierbrigade |
Digital client service director |
| Pieter Nijs |
mortierbrigade |
Digital Director |
| Bert Vermeire |
|
Creative developer |
The Campaign
We collaborated with one of Europe’s most prestigious contemporary art museums:
S.M.A.K.
and created OMG! I’m in S.M.A.K.
based on Andy Warhol’s famous quote:
“In the future, everyone will be world-famous for 15 minutes”.
Creative Execution
We installed a digital canvas in the museum
and invited people to post Instagram photos,
which instantly appeared on the museum’s wall.
The idea was launched live in the TV show and on social media.
People immediately responded massively.
Submissions went from
promising artists
to shameless selfies
meta art (hier zien we die Inception-foto’s met Steffy)
food pics and the obligatory cats and dogs.
Thus bringing popular culture to a high art setting.
On the live stream you could see how visitors reacted to your work.
And there was an online gallery of every work posted.
Allowing people to witness and share their very own 15 minutes of fame.
We installed a digital canvas in the museum
and invited people to post Instagram photos,
which instantly appeared on the museum’s wall.
The idea was launched live in the TV show and on social media.
The whole idea starts from the installation at the museum, and everything is built around that. It was an item in the tv show, there was mobile, an online platform, radio, and a collaboration with a newspaper that featured the best entries every Friday, during one month
Culture Club is a new show on Belgian TV channel Canvas.
It wants to bring art and culture in its broadest sense to a broad audience
seeking connections between high and low culture.
We collaborated with one of Europe’s most prestigious contemporary art museums:
S.M.A.K.
and created OMG! I’m in S.M.A.K.
based on Andy Warhol’s famous quote:
“In the future, everyone will be world-famous for 15 minutes”.