Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The idea that a museum setting could communicate with the audience through digital technologies is rare in the world, and in Serbia it is certainly a pioneering undertaking. From this idea, a campaign was created that enabled some of the most important works of the Museum of Contemporary Art in Belgrade to be made available to the public during the renovation of the museum building. On the day when the Museum of Contemporary Art, after ten years of renovation, reopened its doors for visitors, this innovative campaign collected multiple awards.
The DemocrARTization campaign, created and implemented jointly by the Museum of Contemporary Art and McCann Beograd, supported by Nedeljnik, won five awards at one of the world’s most prestigious festivals of creativity in advertising, the Golden Drum. In strong competition, the campaign was awarded with a golden award in the Interactive Tools and Other Digital Solutions category, as well as with three silver and one bronze awards.
With the help of msu ARt smartphone app, advertising formats ranging from billboards and city lights to print ads of numerous brands, have been transformed into works of art. In this way, thanks to modern technology, everyone could hold in the palm of their hand the virtual exhibition of works by Milena Pavlović-Barili, Miodrag B. Protić, Bora Iljovski, Dušan Otašević, Gabrijel Stupica, Nadežda Petrović, Jovan Bijelić, Roy Lichtenstein, Andy Warhol, David Hockney and other great names of modern art whose works are part of the collection of the Museum of Contemporary Art. Senka Ristivojević, PR Manager of the Museum of Contemporary Art said that this campaign helped reach a specific part of the public, curious users of mobile devices. “In an interesting, innovative and interactive way, we offered the audience a peek into the collection of the Museum of Contemporary Art, at a time when the works were physically inaccessible. For us, this campaign was significant as an introduction and setting up the field for a new exhibition from the Museum’s collections, which we opened on Friday, 20 October, in the restored building on Ušće,” said Senka Ristivojević, adding that there are new ideas for merging technology and culture, now that the museum is open: “We are developing a multimedia guide through the current exhibition ‘Sequences. Art of Yugoslavia and Serbia from the collections of the Museum of Contemporary Art’. The digital sphere has become a place in which the Museum of Contemporary Art has to find its place and we plan to develop new contents and tools in the future to better explore the artistic heritage of the 20th and 21st centuries.”
Olivera Perković, director of the agency McCann Beograd, says that for agencies such campaigns are important not only as an opportunity to do something creative, interesting and valuable, but also as a privilege: “to create positive influences through communication, whereby you have the opportunity to activate a topic or help solve a problem, doing what you do every day. You cannot do that in every business or industry, and that’s why it’s special and important.” Olivera says the agency she leads is a leader when it comes to campaigns that promote culture, and adds: “Our desire is to use our work to help cultural projects and institutions to promote their projects. We are always in favor of this kind of cooperation. From the recent period, we can highlight the collaboration with the Yugoslav Drama Theatre, with which we worked on several successful campaigns, and especially dear to us is the multiple award winning Taxi Drama campaign. Cooperation with the Museum of Contemporary Art is also specific as it took place while the Museum was under reconstruction. The focus was on how to make the Museum live and communicating until it opens its door to visitors again. In a symbolic turn of events, while we were celebrating the success at the Golden Drum Festival, the Museum was opening its doors – and now new opportunities for different types of cooperation are opening up, because the focus will certainly be on attracting as many visitors as possible and on the contents offered by the Museum.”
The msu ARt app has so far won a total of seven awards at various international and domestic festivals.
The msu ARt app for mobile devices turns advertising formats into works of art, and the companies that supported the campaign and whose ads were transformed into art are: Telekom Srbija, Ahold Delhaize, Halkbank, Bambi, brands Coca-Cola, Schweppes and Fanta, BMW, Honda, Mini Maurice, Tommy Hilfiger, Replay, Diesel and Liu Jo.