Christie's: THE ART PEOPLE

Credits & Description:

Website URL: http://staging.christies.com/theartpeople/en-us/masterpieces
Type of entry: Craft
Category: Use/Curation of Image(s)
Advertiser: CHRISTIE'S
Product/Service: CHRISTIE'S AUCTION HOUSE
Agency: BBH London, UNITED KINGDOM
Client: CHRISTIE'S
Product: CHRISTIE'S AUCTION HOUSE
Entrant: BBH London, UNITED KINGDOM
Type of Entry: Craft
Category: Use/Curation of Image(s)
Entrant Company : BBH London, UNITED KINGDOM
Advertising Agency : BBH London, UNITED KINGDOM
Media Agency : CARAT London, UNITED KINGDOM
Production Company : MEDIA MONKS London, UNITED KINGDOM
Creative Director: Jeremy Ettinghausen (BBH)
Head Of Art: Mark Reddy (BBH)
Creative: Kimberley Gill (BBH)
Creative: Mareka Carter (BBH)
Lead Interactive Designer: Kenzo Kramarz (BBH)
Creative Technologist: Alex Matthews (BBH)
User Experience Principal: Matt Bertocchi (BBH)
Digital Producer: Susan Liu (BBH)
Film And Cinemagraph Producer: Bryony Dellow (BBH)
Print Producer: Aine Donovan (BBH)
Account Director: Alex Monger (BBH)
Strategic Business Lead: Fleur Holcroft (BBH)
Strategy Director: Edd Southerden (BBH)
Account Manager: Maggie Grigorian (BBH)
Digital Production Company: Media Monks (Media Monks)
Director: Chris Hyndman (Atomized TV)
Cinemagraph Production: The Mill (The Mill)
Online Advertising Production: Addictive Pixel (Addictive Pixel)
SVP/International Creative Director: Marissa Wilcox (Christie's)
CEO: Steven Murphy (Christie's)
Creative Execution:
The Art People story can be more deeply delved into via various online chapters - each beginning with subtle and elegant cinemagraphs to look within, the immersive site is designed to support two ways of navigating. A narrative experience that takes you on a journey, and an open exploration mode, where the user chooses their own path.
28 individuals tell stories from across Christie’s many fields and geographies. Although themed, each film also stands alone, and there are plenty of essays & further art content to discover, bringing the brand idea to a new breed of emerging art lovers.
1. Tracking shows that key performance indicators (such as 'modern', 'vibrant', and 'accessible') are up by between 20% - 30% following the campaign.
2. The campaign generated excellent recall and a strong call to action. 54% of readers of the Financial Times (online and in print) recalled seeing the campaign against a benchmark of 35%.
3. Traffic to the Christie's website was also strong with 24% of people viewing the online advertising on the Financial Times website clicking through to the Christie's microsite against a benchmark of 20%
Auction houses are seen as closed-door institutions that only a hefty fortune can access, with little to make one stand out from another, and rarely showing more than what is for sale. We needed to differentiate Christie’s from their competition and engage a broader audience, encouraging reassessment. We focused on the people within Christie’s, who make it unique. Print, YouTube pre-rolls & online advertising linked to ‘The Art People’ microsite, where an interactive documentary experience lifts the lid on the art world: bringing the knowledge of these passionate experts & collectors to the fore. The site turns Christie’s into an open arts resource, where those with a shared passion can meet.