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Christie's
Own the Controversy

RAN IN: United States

CLIENT
Christie's New York

AGENCY
LIDA *Lead Agency

Ben Golik, Chief Creative Officer
Tom Kennedy, Art Director
Ieva Paulina, Art Director
Camila Gurgel, Copywriter
Graham Phillips, Chief Strategy Officer
Adam Reader, VP, Strategy Director
Hannah Kaplan, Account Planner
Georgia Graham-Leigh, Managing Director
Ashley Gullickson, Account Director
Clare Clarke, Executive Producer


Hero Studios

Alejandro Norman, Animation Director
Nil Serraima, Animator
Julian Reate, Animator
Wes Latta, Editor
Pilar Rico, Editor


Felt Music

Liz Williams, Music Supervisor
Charlie Tenku, Composer


SUMMARY

We were tasked with selling Jeff Koons' Rabbit, the very first of his mirrored balloon animals. Fraught with contradiction since it landed on earth in 1986, we leaned into the controversy to spark debate and encourage bidding among the few. We sold the Ultimate Icon for $91.1MM, $30MM above the initial estimate. Rabbit set a world record for the sale of a Jeff Koons piece, a world record for sculpture, and a world record for the sale of a work by any living artist.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: GUERILLA,INTERACTIVE/ONLINE,MOBILE/TABLET,OOH,PRINT,SOCIAL MEDIA

Audience: High net-worth individuals

Objectives: Increase awareness

Type: Business to Consumer

Language: English