An in-your-face campaign for two artistic revolutionaries who refused to accept that beauty was in the eye of the beholder.
Campaign conceptingOut of home Copywriting Social media content
Create a campaign that confronts visitors with the question “what is art?” through surrealist legend Salvador Dalí and conceptualist kingpin Marcel Duchamp’s relentless questioning of the norm.
With a bold headline that’s slashed through to create an even bolder one, our concept puts exhibition visitors in the hot seat, compelling them to look within themselves to find meaning in Dali and Duchamp’s unorthodox interpretation of art.
This provocative campaign sparked so much debate that it garnered the most interaction on the museum’s social channels of any campaign to date, and it won Urban Canvas Campaign of the Year from the Denver Ad Club.
An illuminating exhibit sees a 251% increase in attendance.