Media > Use of Media
SECRETS BEHIND PAINTINGS
LEO BURNETT WARSAW, Warsaw / NATIONAL MUSEUM IN KRAKOW / 2011
Awards:
Overview
Credits
Overview
Effectiveness
Results:-3 biggest television networks in Poland made headlines out of it on the news -20% of Krakow’s population visited the museum-in the first 4 months buying a ticket was impossible-during the first day of the campaign – the paintings received 18 000 text messages, 2500 phone calls and they made 3000 new friends on Facebook.
Execution
We created a special app based on augmented reality technology. We brought paintings to life and showed their stories. Everyone who visited the museum was able to see short movies, which were displayed on their phones, with heroes from the paintings. People had the impression that heroes are coming out of the paintings. We also made interactive billboards with our heroes, which enabled passers-by to contact them via their mobiles. People could also chat with them on Facebook. Everyone who contacted them received a personal invitation to the museum in a form of an intriguing teaser story.
Strategy
Our brief was to promote SUKIENNICE MUSEUM, which is one of the oldest museums in Poland. After more than 80 years the museum was closed for a complete renovation. Its opening was supposed to be a spectacular cultural event in Poland and the exhibition of 19th century paintings was its centrepiece. The problem was that museums and realistic paintings are interesting only for art historians, while young people don’t find them interesting at all.We began with a simple insight that every painting has story hidden behind it. We found fantastic stories of love, madness, bloody crimes, battles and immoral life of sailors. Those aren’t stories you find in a typical history book. We decided to show them to people.
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