New Museum Promo, Case study GEORGE CONDO: MENTAL STATES by Droga5 New York, New Museum

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Industry Museums & Libraries, Education
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Art Director Jonas Ahlen
Copywriter Johan Gerdin
Agency New Museum
Released March 2011

Credits & Description

Category: Best Use of Print
Advertiser: NEW MUSEUM
Product/Service: ART INSTITUTION
Agency: DROGA5
Date of First Appearance: Mar 14 2011
Entrant Company: DROGA5, New York, USA
Entry URL:
Creative Chairman: David Droga (DROGA5)
Executive Creative Director: Ted Royer/Nik Studzinski (DROGA5)
Chief Executive Officer: Andrew Essex (DROGA5)
Art Director: Jonas Ahlen (DROGA5)
Copywriter: Johan Gerdin (DROGA5)
Strategist: Matthew Gardner (DROGA5)
Tech Lead/Site Developer: Andrew Kennedy (DROGA5)
Head of Integrated Production: Sally-Ann Dale (DROGA5)
Account Manager: Bola Adekoya (DROGA5)
Media placement: POSTERS - SUBWAY - 14 MARCH 2011
Media placement: PRINT - NY MAGAZINE - 28 MARCH 2011
Media placement: PRINT - L MAGAZINE - 30 MARCH 2011
Media placement: SOCIAL MEDIA - TWITTER.COM - 14 MARCH 2011

Insights, Strategy & the Idea
The New York art institution New Museum asked us to promote their exhibition George Condo: Mental States with a print-based ad campaign.

The art world lives and dies with criticism. By tapping into the provocative and polarizing nature of the exhibit, we invited the people's reactions into the critical conversation.

Creative Execution
In print and subway ads featuring work from Condo, the audience saw two quotes: one was from a New York Times review, the other was a URL. The URL led to a real-time carousel of one-word reaction, posted as tweets, that any museum-goer could contribute to.

Now for the first time ever, the “voice of God” establishment expertise found itself paired with what people “on the street” thought of an exhibition.

Results and Effectiveness
The “Quotes” campaign not only reinvents our fundamental sense of what constitutes art criticism but it will also influence other forms of criticism, as well.

In addition, the campaign helped George Condo:Mental States become the most visited and most talked about exhibition in the Museum’s 34-year history.