The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Design

SmArt Basel

Agency TBWA\Chiat\Day / New York

Client BNY Mellon Wealth Management
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Annual ID

OS_DE18124M

About the Work

The global art market has tripled since 2003. Art buyers even have a “migration pattern”, traveling to top art fairs including Art Basel. These art buyers are also BNY Wealth Management clients. Every day BNY analyzes thousands of data points to help their clients make better investments. This year, BNY decided to show up at Art Basel in Miami. But with UBS boxing them out as the official sponsor, BNY had to get smart. We created SmArt Basel. BNY crunched the data behind the art and served it up to their clients on social media platforms where surprisingly 51% of collectors go to discover new artists. We commissioned an artist to design a unique set of numbers, then posted data visualization art and Instagram trivia using new polls in real time. Disguising data as art.