Museum Worthy

Background We were tasked with driving entries to AICP Awards. In a sea of awards shows, AICP stands out because winning work earns entry to the permanent collection at the Museum of Modern Art in NYC, alongside artists like Van Gogh, Frida Kahlo, Picasso, etc. Creative Idea “Museum Worthy” is an insightful take on the ad industry’s increasingly grueling and frustrating road to getting great work out into the world; a frustrating journey that resonates with our target - modern-day creatives & agencies - who are driven to enter their best work into the AICP Awards. Insights & Strategy Our goal was to drive entries to AICP Awards, where winning submissions become part of the permanent collection at the Museum of Modern Art in NYC. Our audience insight is that all advertising creatives face an increasingly grueling and frustrating road to getting their great ideas out into the world. So, when a great idea overcomes this frustrating journey, it is fully worthy of its place at MoMA alongside the world’s masterpieces. Execution This film was conceived, written, cast, shot and finished in less than 6 weeks, starting in early February. The film was posted to AICP’s Instagram account the week before the deadline for submissions in mid-March. A number of independent, unaffiliated parties, upon seeing the film on instagram, immediately re-posted to youtube, LinkedIn and dozens of other creative aggregator sites. Results Over 1,000,000 social and online views in less than a month, with zero media spend or support. That number of views is the equivalent of every US creative in the industry watching the film 11x. Total entries to the AICP Show exceeded the goal by 35% in what’s considered a “down year” for award-show entries.