National Museum in Krakow Digital, Case study National Museum in Krakow: Secrets Behind Paintings by Leo Burnett Warsaw

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National Museum in Krakow: Secrets Behind Paintings

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Industry Museums & Libraries
Media Digital, Interactive & Mobile, Case study
Market Poland
Agency Leo Burnett Warsaw
Released March 2011


Golden Drum 2011
Direct campaigns Direct campaigns Golden Drum Grand Prix
Innovative campaigns Innovative campaigns Golden Drum
Integrated communication campaigns Integrated communication campaigns Golden Drum
Digital campaigns Digital campaigns Silver Drum

Credits & Description

Product and services category:
National Gallery re-opening
Brand name:
National Museum in Krakow
PZU S.A. - National Museum in Krakow
Advertising agency, city:
Leo Burnett Warsaw
Art director:
Krzysztof Iwinski
Pawel Heinze
Creative director:
Heinze Iwinski
Production company:
Opus Film - K2
Other credits:
Sebastian Oszczepalinski - Head of Digital

Campaign idea explanation:
Sukiennice Museum was going to be opened after a complete renovation. But young people don't find it interesting at all. That's why we decided to change a normal visit to the museum into an engaging experience, so that they won't be bored during their tour. We brought paintings to life and showed their stories. We created "New Sukiennice" an app based on augmented reality technology. Everyone who visited the museum was able to see short movies with heroes from the paintings. People had the impression that heroes are coming out of the paintings.