News
March 2010
Finite digital marketing
We've taken an experimental marketing approach to Henry Moore Institute's latest exhibition. Alan Johnston: Drawing a Shadow (18 February to 2 May 2010) sees the artist literally drawing all over the walls of the Institute to create his largest UK exhibition. Alan Johnston’s drawings will give new perspectives to familiar spaces, and whilst not being obviously three-dimensional, the drawings highlight the galleries as sculptural spaces in their own right.
We have worked collaboratively with the artist and the Institute team to create the marketing for this exhibition. Alan Johnston drew irregular pencil marks for Wonder to use for the creation of a marketing design, using windows of space amongst pencil lines to display key messages about the site-specific nature and finite life of this unique exhibition. The design has been executed across marketing materials, including an animated trailer for the exhibition, which is being shown at the Institute, outdoor, and online, to capture the interest of potential visitors.
Asked about the exhibition and the experience of working with Wonder to create the campaign for Alan Johnston, Rebecca Land, Communications Manager said: “With a show that’s completely site-specific it can be really difficult to convey its character to potential visitors, but Wonder’s imaginative, copy-based campaign does this brilliantly. As an organisation with a largely academic outlook, the Institute is only just starting to experiment with online marketing and the animated trailer gives us the perfect platform to connect with new audiences.”
