In 2023–2024, the Kunsthaus Zürich faced a major PR crisis: two masterpieces vanished, shifting global media focus away from its upcoming exhibitions. To launch the Marina Abramović retrospective, we asked the world to “Steal Marina’s Artwork” with an integrated pr campaign. +29 hours of submissions, +387% social engagement, record visitor numbers, and +19% membership growth. The stolen-art narrative was turned into a participatory triumph.
Steal Marina’s Artwork
Awards
Gold Award
Integrated & Innovation
Integrated Campaigns for Commercial Brands
Silver Award
Brand Experience
PR / Events
Silver Award
Interactive & Mobile
Social Media Campaigns
Shortlist
Interactive & Mobile
Digital Direct Marketing
Details
Categories:
Country:
Year:
Credits
Client:
Kunsthaus Zürich
Agency:
More Digital Direct Marketing Works
-
Shortlist Interactive & Mobile Social Media Campaigns
Stalker Challenge
Fabula Rud Pedersen Group / Vilnius
-
Shortlist Interactive & Mobile Social Media Campaigns
Open Doors This Christmas
TBWA\Ireland / Dublin
-
Shortlist Interactive & Mobile Social Media Campaigns
The premier of the flight NCH357
COMON / Lisboa