Cannes Lions

ART INSTITUTION

DROGA5, New York / NEW MUSEUM / 2011

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Overview

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Credits

Overview

Execution

In print and subway ads featuring work from Condo, the audience saw two quotes: one was from a New York Times review, the other was a URL. The URL led to a real-time carousel of one-word reaction, posted as tweets, that any museum-goer could contribute to.Now for the first time ever, the “voice of God” establishment expertise found itself paired with what people “on the street” thought of an exhibition.

Outcome

The “Quotes” campaign not only reinvents our fundamental sense of what constitutes art criticism but it will also influence other forms of criticism, as well.

In addition, the campaign helped George Condo:Mental States become the most visited and most talked about exhibition in the Museum’s 34-year history.

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