For most Colombians, art is perceived as being far and not part of their daily lives, maybe because of poor knowledge of it or lack of interest. The Museum of Modern Art of Bogotá, has a private collection with more than 4.000

masterpieces of Colombian art, turning into the biggest and unique collection of Colombian art in the world. How can we bring the art closer to the Colombians and how can we make them get interested in visiting the museum? Well, we didn't make a campaign, we make a swap between objects and masterpieces in order to make a double exhibition.

The idea starts through social media during 2 months, where the people could postulate their object that will be in the exhibition at the museum and they could have one masterpiece of the museum at their homes.

Maria Elvira Ardila, museum's curator, chose 50 objects with the help of 4 recognized Colombian artists. These objects would be the core of the exhibition. The winners were announced on MAMBO´s social networks and then, the museum´s masterpieces were brought to the winner's houses.

This exchange generated a double exhibition during one month at the museum's rooms and at the same time in the house of some Colombians.

When the exhibition ended, the museum returned the 50 objects to their owners, picked up the original masterpieces and left a replica of the masterpiece to the people who had it in their home.

The idea starts through social media during 2 months, where the people could postulate their object that will be in the exhibition at the museum and they could have one masterpiece of the museum at their homes.

Maria Elvira Ardila, museum´s curator, chose 50 objects with the help of 4 recognized Colombian artists, those objects will be the core of the exhibition. The winners was announced on MAMBO´s social networks and then, the museum´s masterpieces were brought to the winners houses.

This exchange generate a double exhibition during one month at the museum´s rooms and at the same time in the house of some Colombians.

When the exhibition was ended, the museum return the 50 objects to their owners, picked up the original masterpieces and left a replica of the masterpiece to the people who had it in their home, as a reminder of the experiment.

Over 800 objects with their stories came to us from all over the country.

During the month the exhibition lasted, the museum received more the 2,900 visits increasing average attendance 30% compared with previous exhibitions.

Media cost: ZERO, Production Cost: USD $2.000

It was news in all the country's media, generating USD 500.000 in FreePress.

Social networks museum increased its followers by 47%

The MAMBO held the first exhibition in the world where the objects of people became works of art, and the homes of Colombians became a museum.

A SOCIAL EXPERIMENT THAT BROUGHT ART TO THE LIVES OF COLOMBIANS