This entry is appropriate for PR Lions because it leveraged one of the world's most famous living artists in a unique collaboration with an art museum. The result was the world's most valuable ad - and a brand new take on art lotteries...

In recent years the Modern Museum has experienced increased competition from newer, more progressive museums in Stockholm. When the time came to promote Yoko Ono’s exhibit Grapefruit in the summer of 2012, they wanted to do something that would solidify the museum’s position in the hearts and minds of Swedes as one of the most interesting museums in Europe.

Our solution was to create the world's most valuable ad, in turn creating Sweden’s largest Art Lottery. To do so we would engage Yoko Ono herself to create a piece of art specifically for our promotional campaign. The art became the promotional campaign which would run in Sweden’s largest daily newspaper. With Yoko’s signature on five of the ads, the art lottery was born.

We/Yoko created one ad, it ran once, in one newspaper – on June 5, 2012.

Five copies of the ad was signed by Yoko Ono, they were then randomly distributed to the subscribers of the newspaper.

We created what is probably the most valuable ad in the world – an ad that was actually a signed piece of art.

We did one (1) ad, it ran once (1), in one (1) newspaper. That printed, old school newspaper ad was featured on design, creativity and cultural web sites all over the world.

This one ad generated over 2,3 million earned media impressions.

The Yoko Ono Grapefruit exhibition was a success with over 86 000 visitors. Almost 20 percent higher than the average attendance during recent summer exhibitions.