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SECRETS BEHIND PAINTINGS
LEO BURNETT WARSAW, Warsaw / PZU / NATIONAL MUSEUM IN KRAKOW / 2011
Awards:
Overview
Credits
Overview
CampaignDescription
Sukiennice Museum is one of the oldest in Poland. After more than 80 years the museum was closed for a complete renovation. Its opening was supposed to be a spectacular cultural event in Poland and the exhibition of 19th century paintings was its centrepiece. The problem was that museums and realist paintings are only interesting for art historians, while young people don’t find them interesting at all. We changed a normal trip to the museum into an engaging experience so that young people wouldn't be bored during their visit. We brought paintings to life and showed their stories. We told it in a way a museum never did before. We created "New Sukiennice", an app based on augmented reality technology. Everyone who visited the museum was able to see short movies with heroes from the paintings. People had the impression that heroes were coming out of the paintings.
Effectiveness
- 3 biggest television networks in Poland made headlines out of it on the news.
- 20% of Krakow’s population visited the museum.- In the first 4 months buying a ticket was impossible.- During the first day of the campaign - the paintings received 18 000 text messages, 2500 phone calls and they made 3000 new friends on Facebook.
Implementation
Three days before the grand opening of the Sukiennice Museums we launched interactive billboards with heroes from the paintings. They encouraged people to call them, find them on facebook and text them. In response they received a personal invitation to the museum in a form of an intriguing teaser story. On 3rd of September the museum was opened and people could see how paintings were coming to life, all thanks to their phones and our app. The opening became a big media event, which generated a lot of buzz on TV, in the press and on the Internet. Thanks to that, buying a ticket in the first 4 months was impossible.
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