Title	OMG! I'M IN S.M.A.K.
Brand	CANVAS
Product/Service	TV STATION
Category	A06. Connected Devices
Entrant	MORTIERBRIGADE Brussels, BELGIUM
Idea Creation	MORTIERBRIGADE Brussels, BELGIUM
Additional Company	CANVAS Brussels, BELGIUM

Name	Company	Position
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
Babo Schokker	mortierbrigade	Art Director
Tamara Schauvliege	mortierbrigade	Digital client service director
Pieter Nijs	mortierbrigade	Digital Director
Bert Vermeire		Creative developer
Jan Schoofs	mortierbrigade	Copywriter

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.