UPDATED: Publicis Romania promotes real contemporary art in a campaign for Art Safari 2015

Cristina Blanaru Ads, Creativity

(adds info on 2active PR, the agency handling the communication for the event)

Publicis Romania signed the campaign promoting Art Safari Bucharest fair, trying to make people aware of the elements that differentiate art works from ordinary objects.

The campaign was launched in April and launched with the promo ad, which highlights people’s way of acting when they are in front of objects belonging to contemporary art.

“Hanger” is the title of the ad that treats with irony those who bring art to an exaggerate level: a few art fans see in a hanger a real masterpiece of contemporary art.

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After the ad, which was the first step of the campaign, a second step consisted in a Facebook activation through which people were invited to name different objects from Bucharest in a creative way. To support creativity, the agency framed the “art works” of the new artists

When people from Art Safari pitched us to promote the biggest art fair in Romania, we welcomed them with open arms: it was like we already had the campaign and we were only waiting for the client. We had an approach which involved 2 directions: an ironic ad on the way contemporary art is perceived by generalist public targeted by TV, but in which “les connaisseurs” were able “to read” also the entire range of criticism for Damien Hirst’s controversial art. The few hundred thousands times the ad was seen online and the TV broadcasts make us believe we “read” correctly the objective named Art Safari and that we delivered them the audience they wanted

Dragos Musat

Head of Digital Content Development, Publicis Romania

The purpose of the campaign was to attract art and beauty fans in Ciclop building from Bucharest, between 13-17 May, and offer them the opportunity to learn more about contemporary art and not only, during Art Safari Bucharest fair.

When it comes of communication and PR, those activities were handled for Art Safari Bucharest 2015 by 2activePR, Romanian PR agency affiliated to the international Fleishman-Hillard network. The agency was responsible for the communication strategies and managed mainly mass-media relations, social media and the organization of events.

Art Safari Bucharest 2015 was at its second edition and meant, between May 13-17, 19.716 visitors, 57 exhibition spaces.

Our involvement towards Art Safari Bucharest is one for the future. We wish Bucharest to become one of the European capital with a prestigious fair, a true international cultural destination. We are extremely motivated by the fact that we can contribute to creating a contemporary art market and a dialogue about today’s art. This way, we are synchronizing to the international rhythm of the art. We believe this is a demonstration of relevant Inspiring Communication.

Corina Barladeanu,

General Manager 2activePR

 

Credits:

  • Publicis Romania: Jorg Riommi – Chief Creative Officer, Bob Toma – Creative Director, Dragos Musat – Head of Digital Content Development, Andreea Popa – Copywriter, Marius Tudor – Copywriter, Elis Iaia – Digital Planner, Marian Moise – DTP, Dragos Eustafievici – Media, Eugen Alexe – Print Production Director, Alexandra Murray – Client Service Director, Adina Albu – Account Manager and Ana Chreih – Senior Account Manager
  • Art Safari: Ioana Ciocan & Silvia Rogozea – Fair Directors, Valeriu Sangeorzan – Business Development, PR & Communication
  • 2activePR – PR & communication activities