DEMOCRARTISATION. THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME

ClientMUSEUM OF CONTEMPORARY ART BELGRADE
Category A03. Augmented Mobile Experience
TitleDEMOCRARTISATION. THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME
Product/ServiceMUSEUM OF CONTEMPORARY ART BELGRADE
Entrant McCANN BELGRADE, SERBIA
Idea Creation McCANN BELGRADE, SERBIA
Credits
Name Company Position
Vladimir Ćosić McCann Beograd Digital Creative Director
Zdravko Kevrešan McCann Beograd INNOVATION EXCELLENCE ART DIRECTOR
Sandra Stojanović McCann Beograd Copywriter
Jelica Jauković McCann Beograd HEAD OF PRODUCTION SERVICES
Miloš Stanković McCann Beograd New Business Manager
Katarina Pribićević McCann Beograd STRATEGIC PLANNING DIRECTOR
Marija Vićić I&F McCann Grupa Communications Director
Radiša Kričak I&F McCann Grupa PR Manager
Ana Antić I&F McCann Grupa PR SPECIALIST

The Campaign

In order to bring the art back to the people, some of the best-known international and local brands were gathered to help to create a virtual art exhibition of enormous proportions, available to almost every citizen of Serbia and beyond. Free augmented reality app was launched turning all OOH, posters, print ads and some of the actual brand products into works of art from the Museum of Contemporary Art in Belgrade in real time.

Creative Execution

The android version of msu ARt application was launched on 25.08.2016 (https://play.google.com/store/apps/details?id=com.hugemedia.msuart). Using the application, user can scan the ad in any medium and see the art in a real time. The app works on phones and tablets – and it does more than just display the works. Like a virtual curator, it plays audio descriptions about the artists – and shows the locations where the art can be found. It was promoted via all digital channels of the Museum and its new partners: Coca-Cola, Fanta, Schweppes, Next, BMW, Honda, MINI, Diesel, Replay, Guess, Tommy Hilfiger, Delhaize, Raiffeisen bank and more. IOS version of the app was launched in December 2016 (https://itunes.apple.com/us/app/msu-art/id1182764857?mt=8). The app’s latest upgrade even includes 3D triggers and 3D sculptures from the museum, so now millions of people can see the museum’s art – no matter where they are in the world.

20 biggest international brands joined the campaign so far. Promotional Facebook video of the campaign reached 200k views in just one week. The biggest advertisers’ outdoor and product network enabled us to create national campaign followed by strong media coverage and public interest. Both media and public reacted with remarkable sympathy toward the action. This is reflected in the fact that present rating of the app is 4.8. With over 90 publications, 20 national newspapers and numerous TV presentations with national coverage resulted with over 500k media impressions. Today, Museum’s artwork can be experienced in 15 biggest cities in Serbia on 1700 locations but, after the 3D upgrade, millions of people in the world can now see the museum’s art. And finally, government officials stated that the museum will reopen by the end of the year.

The Target: Mainly youngsters who have never been to the museum. The ones eager to experience anything with the value of art, simply frustrated by the lack of options in their own country. They are not art connoisseurs, rather sincere art lovers with no means to get to the precious art content. Our approach was not to get people into the Museum, but to make the artworks come to people. Guided by the strong belief that art should not be exclusive but meant for everyone, we decided to democratize the art and make it available to every citizen walking the streets of Serbia. We have used the power of smart phones and augmented reality technology as the key, while using billboards and print ads as virtual doors to the selected artworks from the Museum

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

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PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

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