ADC Europe Awards
Category
New use of Media
Annual ID
ADCE23_BE050M
Vienna’s Museum of Applied Arts is called MAK. In Austrian dialect MAK can be read as LIKE. And yet most people don’t like the museum, which asked for a campaign changing their perception. An interactive display ad showed users that there is much more to like than imagined. Users could type search terms into the banner, which accessed the MAK’s database and selected contextually appropriate artworks in real time. The result: a disproportionately high interaction rate.
2023 Awards
Total Points: 2
Shortlist
Credits
Agency
Demner, Merlicek & Bergmann / DMB. / Vienna
Media Distribution Company
Media1 / Vienna
Art Director
Viktoria Mannsberger
Creative Director
Anna Repitsch
Daniela Sobitschka
Executive Creative Director
Alistair Thompson
Sebastian Kaufmann
Programmer
Mac Wong
Toni Schornböck
Strategist
Jacky Hamid
Digital Creative Director
Christoph Hofbauer
Digital Project Manager
Patrick Pölt
Etat Director
Bianca Schediwy
Sarah Bisquolm
Managing Director
Marcello Demner
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