Make A Better One Yourself, Then by Hasan & Partners Helsinki for Kiasma Museum Of Contemporary Art

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Industry Museums & Libraries
Media Film, Digital, Interactive & Mobile, Promo & PR
Market Finland
Agency Hasan & Partners Helsinki
Executive Creative Director Eka Ruola
Copywriter Anu Niemonen
Photographer Kimmo Syväri
Released April 2011

Awards

Facebook Awards 2012
Winners - Gold Award

Credits & Description

Advertiser/Client: KIASMA MUSEUM OF CONTEMPORARY ART
Product/Service: KIASMA MUSEUM OF CONTEMPORARY ART
Entrant Company: HASAN & PARTNERS Helsinki, FINLAND
Sales Promotion/Advertising Agency: HASAN & PARTNERS Helsinki, FINLAND
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 ()
Sanna-Mari Jäntti (Kiasma)
Head of Development: Salla Virman (Kiasma)
Joonas Kallioinen (Piippunaakka)
Arttu Manninen (Piippunaakka)
Arranger: Kirsi Pärni (Left & Right)
Photographer: Kimmo Syväri ()
Ad assistant: Jutta Joutjärvi (Hasan & Partners)
Chief Creative Officer: Ami Hasan (Hasan & Partners)
Copywriter: Eka Ruola (Hasan & Partners)
Executive Creative Director: Eka Ruola (Hasan & Partners)
Describe the brief from the client:
Kiasma is the museum of contemporary art in Helsinki, Finland. 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 wanted to give people a chance to participate into the campaign, give positive subjects around contemporary art and remind about the Kiasma’s collection.
Describe how the promotion developed from concept to implementation:
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 for their favorites on Facebook and the winner got his piece of art added to Kiasma's collection.
Describe the success of the promotion with both client and consumer including some quantifiable results:
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.
Explain why the method of promotion was most relevant to the product or service:
When people perceive contemporary art a common expression is: My son could have done that. We gave a chance to the son. We also wanted to show that it is fun and easy to make, watch and comment contemporary art.

The Film titled Make A Better One Yourself, Then was done by Hasan & Partners Helsinki advertising agency for product: Kiasma Museum Of Contemporary Art (brand: Kiasma Museum Of Contemporary Art) in Finland. It was released in Apr 2011.