Van Gogh Bnb [video] Leo Burnett Chicago para The Art Institute of Chicago

Van Gogh Bnb [video]

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Sector Colegios, Universidades y Centros Educativos
Media Ambiente, Design & Branding, Case study
Mercado Estados Unidos
Agencia Leo Burnett Chicago
Chief Creative Officer Mark Tutssel
Associate Creative Director Mike Costello, Pete Lefebvre
Creative Director Mikal Pittman, Britt Nolan
Photographer Daniel Shea
Agencia de production Ravenswood Studio
Agencia de production Starcom Mediavest Group Chicago
Publicado enero 2016

Premios

Cannes Lions 2017
Creative Effectiveness - Grand Prix
Creative Effectiveness Creative Effectiveness: Creative Regional Effectiveness Silver Lion

Creditos y descripciones

Agency: Leo Burnett Chicago
Brand: Art Institute Of Chicago
Country: USA
Advertising Agency: Leo Burnett Chicago
Entrant Company: Leo Burnett Chicago
Media Agency: Starcom Mediavest Group, Chicago
Pr Agency: Starcom Mediavest Group, Chicago
Production Company: Starcom Mediavest Group, Chicago
Production Company: Ravenswood Studio
Senior Account Executive: Becca Wilson (Leo Burnett Chicago)
Associate Creative Director - Art: John Regan (Leo Burnett Chicago)
Account Director: Cliff Schwandner (Leo Burnett Chicago)
Creative Director: Britt Nolan (Leo Burnett Chicago)
Agency Producer: Laura Stern (Leo Burnett Chicago)
Associate Creative Director: Mike Costello (Leo Burnett Chicago)
Senior Strategist: Ariel Tishgart (Leo Burnett Chicago)
Photographer: Daniel Shea (Daniel Shea Photography)
Creative Director: Mikal Pittman (Leo Burnett Chicago)
Account Executive: Andi Della Chiesa (Leo Burnett Chicago)
Agency Producer: Colleen Capola (Leo Burnett Chicago)
Agency Producer: Glennon Schaffner (Leo Burnett Chicago)
Chief Creative Officer: Mark Tutssel (Leo Burnett Chicago)
Associate Creative Director: Pete Lefebvre (Leo Burnett Chicago)
Associate Creative Director - Copy: Tor Lemhag (Leo Burnett Chicago)
Outcome:
Because of demand, guests were limited to one-night stays. Rooms were made available three or four weeks at a time, with each of these blocks selling out within minutes.Online pre-sale tickets for the exhibit were up 250%.On average 4700 people visited every day over the first six weeks. Total attendance during this time was more than 200,000–beating business targets by 73%.“Van Gogh Bedrooms” was the Art Institute of Chicago’s highest-attended exhibit in 15 years. The room cost $31k to build, and generated over $6M in earned media. By leveraging AirBnb, we amplified our paid media reach by 950%, scaling it globally.Van Gogh BnB has been covered in more than 100 countries, gaining 623 million earned media impressions.
Synopsis:
The Art Institute of Chicago was introducing a new Van Gogh exhibit. It wasn’t a wide retrospective, and it didn’t contain many of Van Gogh’s most famous works. Instead it was a very focused show, concentrating on the artist’s two years living in Arles France.The show brought Van Gogh’s three “Bedroom” paintings together for the first time in North America. This appealed to art-enthusiasts, but meant less to the general public. The intent of the show and the brief were the same: Bring people closer to the artist, not just as a painter, but as a person. The objective was to build interest and attendance for this very focused exhibit.
Campaign Description:
A bedroom is a person’s most personal place. Entering someone’s bedroom provides a voyeuristic experience, placing you in their physical, emotional and mental space.So, to connect people with Van Gogh we invited them to enter his bedroom. Now for the first time, instead of just looking at a painting, people could live inside one.
Strategy:
The target audience was people living in and around Chicago. We knew art-enthusiasts would already come so we aimed to connect with a wider public. Even many of these people are familiar with Van Gogh’s painting and the tabloid-esque stories of his life, so we wanted to demonstrate that this was a view of Van Gogh they had never seen before. A painting can only get you so close to an artist. And the stories of Van Gogh’s exploits only reveal so much about the man. So we thought the truest way for people to get to know Van Gogh’s life and art was to spend a night inside this room.
Execution:
To help people immerse themselves into the life and art of Van Gogh, we built a replica of his 1888 Bedroom painting, then through a first-of-its kind partnership with Airbnb, invited people to book a night inside it. The room is listed by Van Gogh himself. “Just to keep myself in paint,” the artist explained. The campaign started with a single social media post from the AIC announcing the room to its followers and, informing them the first three-week block of nights would become available the next day. AirBnb also featured it prominently on their blog, pushing it out to their followers. Other blogs, newspapers and TV stations picked up the story and amplified it. This amplification continued exponentially around the world, bringing the room and the exhibit to a huge audience.