AMBIENT CAMPAIGN FOR A MUSEUM
Category
Museum
Services
Marketing | Production | Art direction | Research and consulting | Curation | Narrative | Web design | Social media | Community activation
AN ARCHITECT’S CALLING
Jakub Szczęsny is an architect with a strong conceptual background. In his works, he explores the social aspect of housing and its impact on the environment, as well as the influence of the quality of public spaces on communities. His exhibition at The Museum of the City of Gdynia draws on all of these themes, and we were invited to create an ambient campaign to promote it. We set out to do what we enjoy doing the most - coming up with a way to put up a show with the urban space as our most cherished stage. To engage the audience, we were searching for means to evoke feelings of surprise. To make the project resonate with Szczęsny’s ideas, it was essential to blend it in the local ambience.
ORANGE IS THE NEW WILD
One of Gdynia’s unique qualities is definitely the presence of non-human inhabitants, amongst which the most notorious ones are the wild boars. Herds of these squat animals, roaming the parks, residential areas, and even marching along the city’s high street, have become a part of Gdynia’s landscape and identity. We made them the main characters of our ambient campaign. Naturally, not the actual ones, but real-size figures of wild boars. We decided to draw attention to them, using bright orange color, referring to the exhibition's visual identity.
We imagined them performing human tasks and activities, and took them on a trip around the city, bringing about various interactions and talks with passers-by, and taking pictures. Over the course of two weeks, three orange individuals appeared in various public spaces. They could be spotted, amongst other places, at the train station, in the skate park, relaxing on the beach. They participated in the Film Festival, visited an exhibition, one of them read Joseph Rykwert's "The Seduction of Place," while another took the place of a kiosk vendor. Their adventures received a lot of attention on social media, spreading the word of Jakub Szczęsny’s exhibition.
In this game of associations, the campaign is hinting at a more serious problem: What is the fate of wild boars? Why do they appear in the city? Is there something we, as residents, can do for them? The orange boars’ unlikely presence is echoing a question that Szczęsny asks in his works: Do we, humans, really need more space?
