RECODE DECODE by SAINT for V&A Museum

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RECODE DECODE

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Industry Museums & Libraries
Media Print, Magazine & Newspaper
Market United Kingdom
Agency SAINT
Creative Director David Gamble
Art Director Rodrigo Lebrun
Creative Peter Brown, Rajeev Basu
Designer Dave Price, Shaban Siddiq, Sharon Chong
Released December 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: THE VICTORIA AND ALBERT MUSEUM
Product/Service: DECODE DIGITAL DESIGN
Agency: SAINT
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: SAINT, London, UNITED KINGDOM
Entry URL: http://awards.saintdigital.co.uk/recode/index.html
Creative Director: David Gamble (Saint @ RKCR)
Art Director: Rodrigo Lebrun (Saint @ RKCR)
Project Director: Chris Jefford (Saint @ RKCR)
Creative: Rajeev Basu (Saint @ RKCR)
Creative: Peter Brown (Saint @ RKCR)
Project Manager: Ellen Chng (Saint @ RKCR)
Designer: Shaban Siddiq (Saint @ RKCR)
Designer: Sharon Chong (Saint @ RKCR)
Designer: Dave Price (Saint @ RKCR)
Flash Scripter: Nick Watton (Saint @ RKCR)
Flash Scripter: Ali Kember (Saint @ RKCR)
Planning Director: Mark Sng (Saint @ RKCR)
Programmer: John Cleveley (Saint @ RKCR)
Digital Artist: Karsten Schmidt (PostSpectacular)

English Synopsis
We were tasked by the V&A to promote Decode - Their first exhibition dedicated to digital art. Anyone can have an effect on digital art, so we used that as our starting point. We created an open source campaign called Recode Decode, and worked with world-famous digital artist Karsten Schmidt to create an amazing interactive art application to form the centerpiece. We invited our target audience to use this art to create their own digital masterpiece. The best Recodes were used to promote the exhibition in an integrated campaign. Our approach attracted over 100% more visitors than the V&A’s targets. JUDGES: Animation and art work from offline elements are also generated by the users on the decode website.