BACK TO REALITY by McCann Stockholm for Museum Of Modern Art

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BACK TO REALITY

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Industry Shows, Events & Festivals
Media Promo & PR
Market Sweden
Agency McCann Stockholm
Art Director Ola Von Bahr
Copywriter Brita Zackari
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: MUSEUM OF MODERN ART
Product/Service: ART EXHIBITION
Agency: STORÅKERS McCANN
Date of First Appearance: May 9 2009 12:00AM
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Art Director: Ola von Bahr (Storåkers McCann)
Copywriter: Brita Zackari (Storåkers McCann)
Account Manager: Mirja Hjelm (Storåkers McCann)
Account Manager: Kathinka Berg (Storåkers McCann)
Account Director: Michael Storåkers (Storåkers McCann)
Studio Assistant: Tove Dreiman (Storåkers McCann)
Media placement: Adshel - Stockholm - 9 Maj 2009
Media placement: Ad - Konstperspektiv - June
Media placement: Banner (Internet Ad) - Rodeo - June

Describe the objective of the promotion.
Back to Reality (Åter till verkligheten) is an exhibition at the museum of modern art in Stockholm, Moderna Museet, with photographies from the sixties, seventies and eighties. The brief was to create attention around this exhibition, focusing on tourists and young people who in the summertime usually just lay in parks instead of visiting the museum.

Describe how the promotion developed from concept to implementation
Remember when you took a picture and had to wait for the film to develop before you could see it? We wanted to remind people of ancient times before Photoshop when what you saw through the lens was actually what you got. By putting a plastic film with print in an old polaroid camera, we were able to take pictures that were developed with the museums' logo on them. Then we hunted down the target audience and took their picture. The result: an old school snapshot of the target audience as well as a flyer that you’d want to keep.

Describe the success of the promotion with both client and consumer including some quantifiable results
Hundreds of very real pictures were taken in parks and out on the streets of Stockholm, with ordinary people (and some animals!) as models. The attention around the event let us talk to the target audience and awaken them with emotion, taking them on a sentimental journey and not only open their minds to this exhibition but also the photography itself. Not only did they get a great souvenir, but also a nice reminder that a picture was once you put in a frame or in an album.

Explain why the method of promotion was most relevant to the product or service
As the name of the exhibitions states, a photography was once something very real, and the camera a tool to capture reality. By using a technique frequently used in the same era as the exhibition depicts we stayed true to the “real”-aspect of the campaign.