Company : Tronvig Group
Client : National Museum Of Women in the Arts
Project Title : What is Natural?
Category : OUTDOOR ADVERTISING | Outdoor Campaign
Country : United States
Two different exhibitions at The National Museum of Women in the Arts in Washington, DC. needs to be promoted through a single advertising campaign. With no celebrity artist to pull visitors, we drew on a common theme from both exhibitions to engage the “art buff” target: What is Natural? Avoiding conventional art exhibition advertising (which usually features a “representative” artwork from the show) we asserted that the exhibition was about an idea rather than any particular artwork. This required prioritizing the question over the art.
It seems that artists acknowledged this intent. In fat all artists gave permission to use their works in this way without edits. The outdoor campaign got particular attention in the context of a generally traditional DC museum advertising landscape. It draws significant attendance despite a very modest media buy. Survey data also showed advertising as an important factor in driving attendance.
Creative Director : James Heaton
Production Manager : Kira Brodskaya
Designer : Anne Mieth
Designer : Tanya Kuznetsova