Kiasma Museum Of Contemporary Art Promo, Case study MAKE A BETTER ONE YOURSELF, THEN! by Hasan & Partners Helsinki

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Art Director Sanna Veijalainen, Ossi Honkanen
Copywriter Eka Ruola, Anu Niemonen
Photographer Kimmo Syväri
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: May 25 2010
Entrant Company: HASAN & PARTNERS, Helsinki, FINLAND
Entry URL:
Executice Creative Director: Eka Ruola (hasan & partners)
Copywriter: Anu Niemonen (hasan & partners)
Art Director: Sanna Veijalainen (hasan & partners)
Art Director: Ossi Honkanen (hasan & partners)
Graphic Designer: Mikko Juhola (hasan & partners)
Account Director: Jussi Lindholm (hasan & partners)
: Pia Fri (hasan & partners)
: Johanna Kulmalainen (hasan & partners)
: Sanna-Mari Jäntti (Kiasma)
Head of Development: Salla Virman (Kiasma)
: Joonas Kallioinen (Piippunaakka)
: Arttu Manninen (Piippunaakka)
Arranger: Kirsi Pärni (Left & Right)
Photographer: Kimmo Syväri
: Jutta Joutjärvi
Chief Creative Officer: Ami Hasan (hasan & partners)
Copywriter: Eka Ruola (hasan & partners)
Media placement: Slogan To The Wall Of Museum - The Wall Of The Museum - May 2010
Media placement: Campaign Site - Make A Better One Yourself, Then Gallery - May 2010
Media placement: Products - Kiasma Shop - May 2010
Media placement: Outdoor Posters - 4 Pieces - Bus Shelter, Bus Sides - July 2010
Media placement: Posters/ Emailing - Art Schools - August 2010
Media placement: Print Ad - Helsingin Sanomat Newspaper - September 2010

Insights, Strategy & the Idea
Kiasma is the museum of contemporary art in Helsinki. During its history it has brought up all kind of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma’s spending became an issue. We decided to use the debate for our advantage in our campaign.
Make a better one yourself, then –campaign invited people to download their contemporary artworks to a web gallery. People voted their favorites on Facebook and the winner got his piece of art added to Kiasma’s collection.
We wanted to extend our target group and show that it is fun and easy to make, watch and comment contemporary art.

Creative Execution
We opened "Make a better one yourself, then" web gallery where anyone could upload their own contemporary artworks. We posted the text “Make a better one yourself, then” all over the immense wall of the museum. We also started an outdoor media campaign where we used the real critiques by real people in headlines and tagged the posters with our “Make a better one yourself, then” –message. To help the new artists we also launched “Make a better one yourself, then” artists kits.

Results and Effectiveness
We hoped to receive a hundred pieces for the web gallery and ten thousand visitors to the site. We got 599 pieces of art, over 30,000 visitors on the site, with over a million page downloads and an average of six minutes spent on the web site. And the campaign received huge attention in the media as well. People were talking positively about Kiasma and contemporary art again.