| Title | OMG! I'M IN S.M.A.K. |
| Brand | CANVAS |
| Product/Service | TV STATION |
| Category |
A05. Networked / Connected Screens |
|
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
So 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.
Creative Execution
The idea was launched live in the TV show and on social media and pr.
People immediately responded massively.
Submissions went from promising artists to shameless selfies, meta art, 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.
In the first week only, we had 2000 pieces of work entered, and the campaign is still running.
Based on Andy Warhol’s famous quote: “In the future, everyone will be world-famous for 15 minutes” we installed a digital canvas in the museum and invited people to post Instagram photos, which instantly appeared on the museum’s wall.