Cannes Lions

MAKE ART

SCHOLZ & FRIENDS BERLIN, Berlin / DEUTSCHE BANK / 2014

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Overview

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Credits

Overview

Description

April 2013. The Deutsche Guggenheim presented its last exhibition in the gallery space Unter den Linden in Berlin. This was to be followed by a new gallery in the same building, independently run by the Deutsche Bank: The KunstHalle. The problem: nobody in Berlin knew the new name. So how could interest be awoken for a gallery – in a city full of galleries? Via social media, print and online ads, radio commercials, large wall projections in Berlin we announced: "MACHT KUNST" (MAKE ART). And gave all of Berlin’s artists the chance to show ONE work for 24 hours in the new KunstHalle – with the prospect of receiving studio grants and solo exhibitions. The result: 2,135 works of art – more than 10 times the artwork that can fit in the KunstHalle. A second exhibition had to be organized. More than 12,000 visitors, 8 award-winning artists and a name that became the talk of the town. The exhibition generated over 1,800 reviews , 150 million contacts and established Deutsche Bank KunstHalle in Berlin and beyond in a matter of days. And that, at a time when it isn’t exactly easy for banks to make positive headlines.

Execution

Via social media, print and online ads, radio commercials and large wall projections in Berlin we announced: "MACHT KUNST" (MAKE ART). And gave all of Berlin’s artists the chance to show ONE work for 24 hours in the new KunstHalle (the former Deutsche Guggenheim) – with the prospect of receiving studio grants and solo exhibitions. We promised: No censorship. And engaged the gallery legend René Block to arrange the art.

Outcome

2,135 works of art – more than 10 times the artwork that can fit in the KunstHalle. A second exhibition had to be organized. More than 12,000 visitors, 8 award-winning artists and a name that became the talk of the town. The exhibition generated over 1,800 reviews, 150 million contacts and established Deutsche Bank KunstHalle in Berlin and beyond in a matter of days. And that, at a time when it isn’t exactly easy for banks to make positive headlines.

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Connection

2022, BANCO DO BRASIL

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