Film > Culture & Context
MUSEUM-WORTHY
BBDO NEW YORK / AICP / 2024
Awards:
Overview
Credits
Overview
Why is this work relevant for Film?
Our goal was to convey the struggle that modern-day advertising creatives face. Film was the best way to convey that struggle and get the cathartic emotional response we wanted from our audience.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
People have been decrying the “death of creativity” for decades, but that call has only gotten louder as the barriers to producing great work seem to be getting larger every year. “Museum-Worthy” captures an unspoken frustration many people in the creative industry have been feeling.
Work that wins at the AICP Awards enters the permanent collection at the Museum of Modern Art in NYC, alongside legendary artists like Van Gogh, Frida Kahlo, Picasso, etc.
Van Gogh’s “Starry Night” and Frida Kahlo’s “Fulang-Chang and I” are renowned works that are considered artistic masterpieces.
Write a short summary of what happens in the film
“Museum-Worthy” is a short film that imagines historical scenes of Van Gogh & Kahlo attempting to get their masterpieces - “Starry Night” & “Fulang–Chang & I” - through modern-day advertising’s grueling & frustrating approval process, ultimately resolving with a super:
It’s hard to create museum worthy art.
It’s harder to create museum worthy ads.
Background:
We were tasked with driving entries to AICP Awards. In a sea of awards shows, AICP stands out because winning work earns entry to the permanent collection at the Museum of Modern Art in NYC, alongside artists like Van Gogh, Frida Kahlo, Picasso, etc.
Describe the Impact:
Over 1,000,000 social and online views in less than a month, with zero media spend or support.
That number of views is the equivalent of every US creative in the industry watching the film 11x.
Total entries to the AICP Show exceeded the goal by 35% in what’s considered a “down year” for award-show entries.
Please tell us about the social behaviour and cultural insight that inspired the work.
People have been decrying the “death of creativity” for decades, but that call has only gotten louder as the barriers to producing great work seem to be getting larger every year. “Museum-Worthy” captures an unspoken frustration many people in the creative industry have been feeling.
Work that wins at the AICP Awards enters the permanent collection at the Museum of Modern Art in NYC, alongside legendary artists like Van Gogh, Frida Kahlo, Picasso, etc.
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