The Brief. Develop a marketing campaign for the Scottish National Galleries to get 16-24 year olds through the door. 

 

The Concept. Something worth stealing - This age group tend to prefer going to the cinema than to the gallery, when they're very similar things. The gallery is missing a sense of excitment that the cinema captures perfectly, portraying a more darker and exciting side of galleries, where theft is commonly involved; we realised that people steal out of a need for adrenaline and thrill, and this is the route we decided to go down. 

We came up with the idea of an experience which entails you stealing a painting from the gallery. As a team, you'll have to crack codes while overcoming various obstacles the security system throws at you and successfully swipe a painting. During this experience, we hope to change young peoples perceptions of the Galleries and inturn show them the value of Art again.

 

The campaign would be as follows.