Museum of Contemporary Art Belgrade: Democrartisation

Credits & Description:

Advertiser: Museum of Contemporary Art Belgrade
Agency: McCann Beograd
Agency network: MCCANN WORLDGROUP
Country: Serbia
Campaign name: democrARtisation
Brand name: Museum of Contemporary Art Belgrade
Product/service: Museum of Contemporary Art Belgrade
Creative Director: Vladimir Ćosić
Art Director: Zdravko Kevreshan, Rade Šaptović
Copywriter: Sandra Stojanović
Account Director / Manager: Miloš Stanković, Jelica Jauković
Managing Director: Olivera Perković
Production company: Fried
Digital Creative: Jovana Kovačević, Bojana Stajkić
Other credits: PR team: Marija Vićić, Radiša Kričak, Ana Antić
Creative idea explanation:
Museum of Contemporary Art in Belgrade has been closed to the public in 2007 due to seemingly-interminable renovation project.
In order to bring the art back to the people, biggest brands were gathered to create a virtual art exhibition of enormous proportions. Mobile augmented reality app was launched turning all billboards, print ads and some products into works of art from the museum in real time.
Via app, museum’s artwork can be experienced in 15 cities in Serbia on 1700 location; but with Coca-Cola bottle as 3D trigger, millions of people all around the world can see the museum’s art.