I love this campaign for the Power Plant Contemporary Art Gallery which tries to appeal to the young party crowd. Hey, whatever it takes to promote art is fine with me!
The print ads promote the Original Contemporary Art Party in Toronto with decadent drunk partying and morning after antics that are mainstays of college life. One ad shows a guy peeing on an art piece, while another apparently drunk one is sleeping on the exhibit floor after crashing the art piece.
The one I like the most is the morning after ad which shows a guy on the side of the bed seeming to think, "Òh, what have I doneÉ!" with a big statue laying suggestively on the bed.
The campaign was created by Smith Roberts Creative Communications, Toronto, Canada with creative director Tony Miller, art director Greg Kouts, and photographer Daniel Ehrenworth.
If you are in Toronto and wanna party it up at the art gallery, its on 22nd May, 2008. More info here.
Promoting Art With Hangovers
Toronto Original Contemporary Art Party
Trend Themes
1. Original Contemporary Art Parties - Include more nightlife and party elements in art events to appeal to younger crowds.
2. Disruptive Advertising Campaigns - Creating disruptive ad campaigns that appeal to younger and trendier audiences to promote art.
3. Art in Unconventional Places - Bringing art to unconventional spaces to capture the attention of people who may not otherwise engage with it.
Industry Implications
1. Art Galleries - Partnering with nightlife companies to create more dynamic and inclusive art events that target younger generations.
2. Advertising - Developing creative and disruptive ad campaigns that push traditional boundaries to promote art to new demographics.
3. Event Planning - Creating innovative and unique art-focused events that break from traditional gallery setups and attract a wider variety of attendees.