DEMOCRARTISATION. THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME
| Title | DEMOCRARTISATION. THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME |
| Brand | MUSEUM OF CONTEMPORARY ART BELGRADE |
| Product/Service | MUSEUM OF CONTEMPORARY ART BELGRADE |
| Category |
C05. Ambient Experiential & Immersive Digital |
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Entrant
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McCANN BELGRADE, SERBIA
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Idea Creation
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McCANN BELGRADE, SERBIA
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Credits
| 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 |
Brief Explanation
Using the original augmented reality mobile application, user can scan billboards, city lights and in-store ads of various commercial brands and in its’ place will see the art from the museum in 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.
The app’s latest upgrade even includes international products as 3D triggers, so now millions of people can see the museum’s art – no matter where they are in the world.