The One Show
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Category
Experiential / Augmented Reality (AR)
Annual ID
OS_CP18033M
About the Work
CHALLENGE Belgrade’s Museum of Contemporary Art has been closed to the public for more than a decade. Generation has grown up deprived of the chance to see the museum’s extensive local and international collections. SOLUTION In order to bring the art back to the people, 20 biggest brands have helped to create a virtual art exhibition of enormous proportions. A unique AR mobile application transforms the ads into works of art in real time. Like a virtual curator, it plays audio descriptions about the 75 artists and shows 1700 locations where art pieces can be found. The app’s latest upgrade even includes 3D triggers and 3D sculptures from the museum, so now millions of people can see the museum’s art – no matter where they are in the world. RESULTS After months of intensive campaign, government officials stated that the museum will reopen by the end of the year.
2018 Awards
Total Points: 2
Merit
Credits
Agency
McCann Beograd / Belgrade
Production Company
Fried / Belgrade
Huge media / Belgrade
Art Director
Zdravko Kevresan
Creative Director
Vladimir Cosic
Writer
Sandra Stojanovic
Creative Team
Jelica Jaukovic
Milos Stankovic
Marija Vicic
Radisa Kricak
Ana Antic
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