Cannes Lions

FUTURE, A GALLERY BY JOHNNIE WALKER

LEO BURNETT COLOMBIA, Bogota / DIAGEO / 2015

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Overview

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Credits

Overview

Description

Liquor brands use to sponsor big music bands and their events, like concerts and live shows in bars. It´s pretty unusual to see them in art fairs or art festivals. So we decided to make things different by supporting young and unknown artists.

In Colombia´s branded entertainment it´s usual for the brands to make an effort for visibility but it´s even rarer to see them going further to become a living part of the show they sponsor.

Execution

The creation process started from observing the behaviour of art buyers, who are used to investing in an art work based on what they see and on what critics say about the finished work. This TRUTH was the basis for considering ways to break that paradigm and challenge buyers to purchase a work on the basis of its potential in the future. The best way to promote the desired behavioural change was to redesign the process of buying art, by exhibiting —for the first time in the world— empty canvas that in the future will become masterpieces. All this was done in a blank space that gave the idea a flawless staging.

Outcome

During the two days of “La Feria Del Millón”, FUTURE successfully sold three times more than what was expected.

The early canvases were purchased just one hour after the exposition opened, increasing the sales success of “La Feria Del Millón” and increasing the number of pieces sold per hour throughout the weekend.

Some of the artists managed to sell more blank canvases than finished artwork, positioning Johnnie Walker as the brand that believes in young talent and that takes risks to keep walking towards the future.

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