MUSA
Advertising Festival at the museum
AGENCY: PUBLICIS
Should advertising
be considered art?
Musa is an annual festival that selects the best advertising campaigns to be shown and kept at the Reina Sofia Art Museum. When I got the challenge to work with this project, the first question that came to my mind was: Should advertising be considered art? So I came up with 2 different ideas. A digital approach, and a more classical print one.
Stunt
In order to go viral promoting this festival, and in order to unite art and advertising, we gave the paintings at the museum just 30” to be watched by the visitors: the same time and chance advertising videos and commercials have. The action went really popular all over the city, achieving the goal we had: Record attendance at the festival that year.
Viral video
If a brand achieves the goal of becoming part of your life, that can be consider a type of art. That´s how I linked both art and advertising for the print.
And it´s also when it makes sense what this client Musa does; showing advertising commercials at a museum showcase.
