Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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2017 BRONZE
Van Gogh BnB
The "Van Gogh's Bedrooms" exhibition generated the highest attendance at the museum in 15 years. "Van Gogh BnB" delivered a first-of-its kind brand experience -- building a replica of the artists 1888 "Bedroom" painting, and through Airbnb, inviting people to book a night inside. "Van Gogh BnB" generated over $8.6MM in earned media, amplifying paid media reach by 5,224% -- scaling it globally. A record 4,872 patrons visited the museum daily in the first six weeks -- beating daily goals of 2,930 by 66%.Most importantly, local Chicago museum attendance was up 161% vs. YA (2015).
Brand:
Art Institute of Chicago
Client:
Art Institute of Chicago
Agency:
Leo Burnett/Arc
Language:
English
2017 BRONZE
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
