Cannes Lions

The Met: Unframed

VERIZON, New York / VERIZON / 2022

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Overview

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Overview

Background

Around the time that we launched, the total number of global COVID-19 cases surpassed 100 million. With no mass distribution of vaccines in place, lockdowns were once again shutting down museums and public spaces to which people would typically turn for comfort and connection.

At the same time, Verizon was at risk of losing our 5G network leadership position, a crucial attribute for brand growth. During a time when no one could walk the physical halls of the Met, our brief was clear: demonstrate Verizon’s 5G network could bring a new dimension to the world’s most famous galleries, through a partnership with The Metropolitan Museum of Art, in the middle of a pandemic.

Our objectives were two-fold: 1) Get as many people to experience The Met Unframed and recommend it, and 2) Differentiate Verizon 5G through brand perceptions for best, most reliable, and fastest 5G network.

Idea

The creative idea is The Met Unframed: a 5G-powered immersive mobile experience to browse curations, play educational games, and “take home” Met artwork with AR.

This was a collaboration that blended medium and message. Verizon brought programming skills, 4G and 5G technology, 3D artists, and a deep understanding of consumer behavior on mobile devices. The Met brought curators, photographers, archivists, and decades of institutional knowledge of the world’s most famous art.

There were two key building blocks to the execution that were directly influenced by the creative idea:

1. The name: “The Met Unframed” was a compelling hook that telegraphed a new way for people to “walk” the halls of The Met and interact with art like never before.

2. The interactivity: games, trivia questions, riddles, and a “Zoom and Spot” challenge encouraged close observation of the artwork and helped visitors develop their knowledge of art history.

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