Leadacademy : Procontra

information

Brief Explanation:
As the target group are people keen on arts and photography, a classical advertising campaign would have been the wrong way – we wanted to do something that really amazes them.

Describe the brief from the client:
From March 14th until April 26th, Hamburg’s biggest museum for modern art hosted the Lead Awards exhibition of VISUAL LEADERS. The most important exhibition for photography and print media in Germany. The brief was to make the people look into the exhibits and really think about them. They should see the art from different points of view. And of course generate publicity for the exhibition.

Description of how you arrived at the final design:
The show featured a giant installation which asked visitors to look at the exhibits from different points of view. 144 balls mounted in a big museum room seem to be a chaotic structure. However, the chaos becomes a message, when you look at it from two marked positions. From the one point: PRO. From the other point: CONTRA. Floor graphics at both points show the message: “Get the other side, too. – The Lead Awards”.

Indication of how successful the outcome was in the market:
The installation became the main attraction of the exhibition. It became the main hook in press articles about the exhibition. Design and art blogs featured it. An article in Germany’s most important art magazine was published about the installation. The exhibition was visited by tens of thousands of people. However, since the exhibition was still running when this was written, there are no concrete numbers yet.