For Wonder, Angels of Anarchy was one of those briefs that not only exploded our imaginations but encouraged us to develop a giddying array of our marketing ideas to reveal a fitting campaign for this powerful exhibition.
Angels of Anarchy: Women Artists and Surrealism was the first major exhibition about women artists and surrealism ever to be held in Europe, a provocative and ambitious addition to Manchester Art Gallery’s exhibition programme. Through in-depth discussions with the Gallery team, a campaign evolved which reflected the seductive and radical content, guaranteeing to turn heads. We wanted to achieve maximum buzz for this exhibition, weaving the content themes across this non-traditional campaign using digital, viral and ambient media.
To drive the campaign, we created a microsite empowering visitors to dynamically engage with exhibit content: watch a trailer revealing the exhibition; explore the exhibit themes, artworks and artists; play and download audio interpretations; join in a collaborative poetry game, and gain access to exclusive Angel’s offers and competitions.
Drawing reference from a surrealist game developed in the 1920s called Exquisite Corpse, a 2009 version of the collaborative poetry game was created for Angels of Anarchy, played through the microsite, Facebook and twitter (direct replies to @angelsofanarchy). Visitors wrote their own surreal line of poetry, without knowing what has come before, and what comes next. Only at the end of the game was the completed poem revealed. Leveraging MOO.com we included a feature of being able to print surreal poems onto branded postcards. We welcomed award winning writer Jeanette Winterson OBE as one of our surrealist poets.
Supplementing the digital campaign, we also created outdoor advertising 6-sheets and printed publicity distributed via direct mail and displayed in venues across the city. The piece cleverly revealed a striking image of iconic Mexican artist Frida Kahlo with anarchic looking wings to introduce the exhibition with attention grabbing style.
"Wonder Associates were selected from a list of the very best agencies in the region, and I am delighted we chose to work with them on this campaign. The team at Wonder are innovative, imaginative, and offered so many great ideas for us to work with. They are a joy to work with and their enthusiasm knows no bounds! We set out to create an effective campaign with a central focus on web and digital marketing, and the end results speak for themselves. Wonder have created a wonderful campaign on a limited budget, and I wouldn’t hesitate to work with them again or recommend them to others." Kim Gowland, Principal Manager: Audience Development, Manchester Art Gallery