Direct > Strategy
SECRETS BEHIND PAINTINGS
LEO BURNETT WARSAW, Warsaw / NATIONAL MUSEUM IN KRAKOW / 2011
Awards:
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
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 are coming out of the paintings.
ClientBriefOrObjective
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.
We noticed that some of the paintings have a very interesting history - often the history was more interesting then the painting itself. Those aren’t stories you find in a typical history book. We decided to show them to people.
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
Relevancy
We wanted to encourage young people to visit a newly opened Sukiennice Museum. That’s why we decided to use a medium they use everyday - their mobiles. Thanks to technology we showed that even the worst painting has a story to tell.
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