Modern art museums are always sort of… forgiving.
You know when you go to an art museum and start to realize that banana peel on the floor isn’t actually artwork, but just the act of some lazy patron? That’s when you understand: modern art actually is interpretive. And beauty is in the eye of the beholder (thanks, mom). As a project of my Copywriting II course at Temple University, our job as writers was to get people to actually buy more tickets for the MoMA exhibits. And get them to buy we did.
The Idea: Make Weird = Good.
What better way to make art museums appealing to those weird and/or great New Yorkers? First, pat them on the back and tell them yes, you are always right. Second: Get them to believe that they can get away with anything at the MoMA. Except obvious things, such as vandalism or theft. But in terms of interpretation… you can become introspectively mysterious and awesome in the blink of an eye. And with an audience? Game over.
Campaign for a Modern Art Museum without Roughs? Dalí, please.
My brain works visually before it can work technically. Call it what you will — but a true artist doesn’t have to be married to just one medium. Mine, it turns out, is definitely words. And the target audience? Doesn’t have to know art at all. So, I focused on any normal human being’s innate need to be impress. Present party included, of course.
The Print Ads.
