We wanted our campaign to evoke the feeling of Yoko’s work—to give our target a feel for what they would experience at the exhibit. We also wanted to do something that would generate buzz for the museum – the world's most valuable ad.

Our idea was to create Sweden’s largest 'Art Lottery' using an art piece we would ask Yoko to create specifically for our campaign. Then we would run the piece in Sweden’s largest newspaper and have Yoko sign five copies before they were distributed. Our goal was to generate awareness and buzz for the exhibition and the museum.

Creating an ad that is actually a signed piece of art by one of the world's most famous artists, naturally strengthened the Modern Museum's reputation as THE art museum amongst the cultural elite. But it also generated a lot of interest for the exhibition.

The exhibition had over 86,000 visitors, which is almost 20% higher than the average attendance at summer exhibitions in recent years.

The ad/art piece didn't cost anything to produce and ran once, in one newspaper. It generated over 2.3m earned media impressions globally.