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Russia As You’ve Never Seen It

triennial.garagemca.org

For the First Triennial of Russian Contemporary Art in «Garage» museum we have created 360-advertising campaign.

Objective

Attract not only an initially loyal audience but also those who are not interested in contemporary art and don’t know anything about it.

Insight

We have decided to present the First Triennial of Russian Contemporary Art not only as an opportunity to discover images and installations, but also as a way to travel around the country and look at it from a new perspective – through the creative lens of contemporary artists from all over the country.

Idea

At the start of the campaign, Garage Museum of Contemporary Art announced that it was launching its own tourist agency. A website was created where it was possible to book a tour of any of the 40 cities in Russia (the same cities that were presented at the Triennial). The cost of one tour was equal to the exhibition ticket cost, and the dates of the trip were the same as the dates of the Triennial. After booking the trip, a user signed up for the museum’s mailing list and started preparations for the upcoming trip. The foundation of the creative concept was an idea of a big trip around Russia, say the authors of the project. This is how the slogan of the campaign «Russia as You’ve Never Seen It» and the corresponding hashtag appeared. The central element of the campaign was the video with Fedor Konyukhov where the well-known traveller encouraged viewers to take a look at the country as they’d never seen before.

Result

  • 700
    MEDIA PUBLICATIONS
  • $500 000
    PR VALUE
  • 50 000
    VISITORS

Awards (2)

Publications

Team

Possible Group
  • Chief Creative Offiver Vladimir Garev
  • Creative Directors Ekaterina Antipova, Artem Filimonov
  • Creative Mikhail Sinelshcikov
  • Art Directors Aleksey Fetisov, Anton Vodogreev, Roman Antonov
  • Designer Kirill Klippenstein, Evgenia Osinovskaya
  • Strategist Pavel Katkov
  • Account Director Vadim Stolberg
  • Account Manager Natalia Muravieva
  • Project Manager Dmitryi Kuznetsov
  • Copywriter Airat Halilluiov
Garage Museum of Contemporary Art
  • Director Anton Belov
  • Main Supervisor Kate Faul
  • Supervisors Ekaterina Inozemtseva, Snezhana Krystieva, Valentin Dyakonov, Andrey Miziano
  • Marketing and Development Director Daria Kotova
  • Head of Design and Advertising Hell Kit
  • Junior Designer Nikita Mikhin
  • Head of PR Alyona Solovyeva
  • PR Manager Aleksandra Serbina
  • Coordinator Olga Yazhgunovich
  • Partners' Coordinator Nina Andreeva
  • Digital Project Manager Ekaterina Valetova
  • Website Editor Nikita Nechaev
ASAP Production
  • CEO Asya Kotelnikova
  • Content Manager Anna Pigareva
  • Creative Producer Maks Kuzmin
  • Business Director Tanya Gapurova
  • Executive Producer Yulia Bogdanovich
  • Post Production Suprevisor Alim Unagasov
  • Filmmaker Kirill Novikov
  • Chief Cameraman Yan Yasinsky
  • Artistic Director Konstantin Vitavskyi
  • Film Editor Anton Mironenkov
2002–2023. Grape
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