Existing campaigns
Is it possible to see all of London's art in a day?
- opens with the Art Fund branding, single colour text on white background
- follows one person on their journey through different galleries
- humor and fast paced music creates a fun and engaging campaign
- shows breadth of galleries and museums available to visit and scale of things to see, showing their is something for everyone to see
- at the end of the video views of the person walking through the different galleries are shown in sequence which creates the impression of the whole journey in a quick way , links to the idea of Art Funds branding with the use of the line reflecting a persons journey.
- camera often follows behind the person as if leading through the galleries / guiding you through the gallery
- quick transitions of galleries and museums / corridors align from frame to frame, creating continuity within the imagery
Miss Nothing with a National Art Pass
- there is less focus on art, and more focus on other experiences galleries and museums provide uses art as a backdrop to these experiences
- shows a more humorous side to museums and galleries, whilst showing there is lots to see and experience within museums and galleries
- campaign concludes with 'miss nothing' which is direct and clear, whilst also suggesting how there is lots to see in galleries and museums.
What is the perfect work of art?
- asks peoples view on art showing the public's differing perceptions of art and how everyone has different opinions on 'good' art
- campaign focuses on people and their range of insights and viewpoints on art
- camera focuses on the face and art, which creates the impression of people looking at art without showing someone in front of the piece of art
- finishes with conclusion of campaign that 'one work of art can't please everyone', which sums up the campaign in a succinct and clear way
- uses picture of the National Art Pass at the end to create an explicit visual link between the campaign and the National Art Pass as a way of promoting it
- At the start the Art Fund line continues from branding and leads into the rest of the video
- Uses a combination of illustrative imagery and a voice over within the campaign to tell the story of what Art Fund does
- The illustrations use a range of techniques / processes and materials to create the imagery creating a playful aesthetic and reflecting the variety of work and approaches used to create art within galleries and museums.
- contrasting line drawings and textured / coloured imagery are used within the design. Colour is added to key elements within the design and allows the pieces of art to stand out e.g. podium is a line drawing, whilst the art is is different colours creating contrast and emphasises the artwork
- in one section the picture frames are all centrally placed so when one frame moves onto the next everything is in the same position
- elements within the design / story move from frame to frame creating continuation within the story and takes viewers on a journey from frame to frame
- the video starts and ends with the Art Fund logo and the line in the branding, which makes the video cyclical. This also makes the brand the first and last thing you see in the video making this information more memorable to the viewer.
No Expertise Needed Campaign
- MullenLowe created a series of new campaigns targeted at students for Art Fund
- had a small budget
- promoting the Student Art Pass
- created by students for students
- wanted to get rid of the idea that art was only for certain people or not for students
- uses students voices / speech as the feature of the campaign
- uses language that students use as a way of describing and appreciating art
- taps into the social media culture and reflects how people would talk online
- short and concise opinions / use of text reflects social media culture
- minimal design using imagery, bold text and bright backgrounds to create an impactful design, with the hierarchy within the design placing the persons viewpoint of the artwork as the main focus of the design.
- use of language makes it effective for student target audience
https://www.youtube.com/results?search_query=art+fund
https://www.thedrum.com/news/2018/10/17/why-art-fund-asked-students-show-arts-more-accessible-side-their-own-language
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