„Secrets behind paintings”

Sukiennice is one of the many branches of National Museum in Cracow. The building itself is the pearl of renaissance architecture in Poland. The landmark of the city. It contains the biggest and largest collection of Polish paintings from XVII/IX century. The museum was closed over couple of years due to total renovation. „Secrets behind paintings” was a campaign promoting its grand opening. But the main aim of this campaign was to attract young audience and make them acquainted with best achievements of Polish art from Realism era which they perceive as irrelevant – not to say – boring. The campaign used combination of PR, digital, mobile, interactive outdoor and augmented reality as a main tool. It was a great success in terms of image as well as museum attendance.

Agency: Leo Burnett Warsaw

 Krzysztof Iwiński

Partners: K2, PZU

Prizes&Awards: Cannes Lions Titanium, Golden Drum, Cristal, The CUP, Eurobest

Merits: GPC 8+, Cannes Lions, Eurobest

Publications: Pencil Shaveings, Best Ads of the World, Coloribus, Best Ads on TV, AdForum, Contagious