Our sixth major campaign for Henry Moore Institute sought to attract visitors to the first solo exhibition of artist Mario Merz in the UK for nearly thirty years. Mario Merz (1925 - 2003) was a leading figure of Arte Povera, rethinking the possibilities of sculpture by observing the world around him. The title of the exhibition is a question central to Merz's approach to art making. His work was driven by asking: What can an artist do in the face of a precarious future? What is to be done?
The campaign included outdoor advertising posters, promotional print, VIP invite, external venue graphics (banner, vinyl, lightbox) and exhibition panels and labels. Focusing on the promotional print, we again adopted the A2 limited edition printed poster that folds down into an A5 leaflet. This has become a collectable, popular print outlet for visitors and fans of the Institute.