Brand Experience and Activation > Product & Service
MAKE A BETTER ONE YOURSELF, THEN!
HASAN & PARTNERS, Helsinki / KIASMA MUSEUM OF CONTEMPORARY ART / 2011
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Kiasma is the museum of contemporary art in Helsinki, Finland. During its history it has brought up all kind of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma’s spending became an issue.We wanted to give people a chance to participate into the campaign, give positive subjects around contemporary art and remind about the Kiasma’s collection.
Effectiveness
We hoped to receive a hundred pieces for the web gallery and ten thousand visitors to the site.We got 599 pieces of art, over 30.000 visitors on the site, with over a million page downloads and an average of six minutes spent on the web site. And the campaign received huge attention in the media as well. People were talking positively about Kiasma and contemporary art again.
Implementation
We decided to use the debate for our advantage in our campaign. Make a better one yourself, then –campaign invited people to download their contemporary artworks to a web gallery. People voted for their favorites on Facebook and the winner got his piece of art added to Kiasma's collection.
Relevancy
When people perceive contemporary art a common expression is: My son could have done that. We gave a chance to the son. We also wanted to show that it is fun and easy to make, watch and comment contemporary art.
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