# Chiseled Building Ads The Architecture Museum Paris Campaign Focuses on an Impressive Artform By Meghan Young | Published 2013-07-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/architecture-museum-paris-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/architecture-museum-paris-sculture/) & [havas](http://www.havas.com) The [Architecture Museum Paris](https://www.trendhunter.com/trends/publicis-group) campaign likens architecture to works of art. This is illustrated by way of [incredibly detailed sculptures](https://www.trendhunter.com/trends/pure-exhibition) of iconic buildings. Each one has been chiseled out of stone or wood as though a traditional sculptor made them with his bare hands. Considering the fact that this institution commemorates and celebrates such masterful feats, it is only natural they would address architecture as art. Conceived and executed by [Havas Worlwide](https://www.trendhunter.com/trends/jblgoestopless), an ad agency based in Paris, France, the Architecture Museum Paris campaign was art directed by Nicolas Harlamoff with creative direction by Christophe Coffre. Rather simple except for the illustrations that lie front and center, the images were created by Surachai Puthikulangkura. Writer Alain Picard came up with the informative copy that includes the museum's address. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 60% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Detailed Sculptural Ads:** Opportunity for disruptive innovation in advertising by creating highly detailed and visually striking ads that resemble sculptures. - **Architecture as Art:** Opportunity to disrupt traditional perceptions by promoting architecture as an art form, leading to new creative collaborations and initiatives. - **Artistic Commemorations:** Disruptive innovation opportunity in the field of cultural institutions by developing artistic campaigns that celebrate and commemorate masterful feats. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunity in the advertising industry through the creation of visually stunning and sculptural advertisements. - **Architecture:** Opportunity for disruptive innovation in the architecture industry by redefining its perception and positioning it as an art form. - **Cultural Institutions:** Opportunity for disruptive innovation in the cultural institutions industry by developing artistic campaigns that showcase and commemorate significant architectural achievements. ## Related on Trend Hunter - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [Traveling Fine Art Campaigns](https://www.trendhunter.com/trends/get-out-there.md) - [Paper-Made Mosaic Artwork](https://www.trendhunter.com/trends/real-life-architecture-exhibition.md) - [Reimagined Artwork-Based Travel Campaigns](https://www.trendhunter.com/trends/the-art-of-travel.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Sculptural Design Exhibitions](https://www.trendhunter.com/trends/pure-exhibition.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md)