When an exhibition depends on the visitor to exist, the marketing campaign becomes integral to the success...a challenging brief from Manchester Art Gallery, that left us tingling with possibilities.
Recorders was a major must-see exhibition by electronic artist Rafael Lozano-Hemmer at Manchester Art Gallery, composed of seven playful, ominous, interactive installations. Working alongside the Gallery, we sought to capture the infectious buzz about this international superstar and his work.
The electronic installations depended on the participation of visitors to project onto the gallery walls: sensors recorded your pulse; microphones recorded your voice; cameras captured your image. We used the artworks to inspire a creative that became the perfect vehicle to deliver the campaign message. We combined a call to action centred on a symbol, a fragment of code >_ which simply means awaiting your input, along with a powerful graphic style.
Three distinct, beautiful, abstract visuals that represented the artworks within the exhibition were consistently used and applied across all online and offline marketing channels, including outdoor advertising and printed materials as well as across merchandise with limited edition prints packaged in clear presentation tubes, postcards, and cotton tote bags.
Using MIYO, our content management system, we built a digital application called Record Me that used the viral nature of social media to share the exhibition messages. Embracing the awaiting your input campaign concept, Record Me was a constantly evolving display where visitors become part of it by performing an action on either twitter or through the Facebook application. The action confirmed the users permission to use their profile picture, and at set intervals, auto pulls these profile pictures to be part of the evolving display. Record Me constantly evolved without the need for the user to refresh their browser page, as it uses AJAX technology (as an alternative to Flash, which cannot be viewed on all devices) to fetch the latest inputs and add them into the display.
As well as Record Me, we produced additional digital campaign elements, such as the Recorders trailer (watch it in the carousel above or on YouTube) and web advertising on sites including Manchester City Council and Blank Media Collective.
"Lisa, Rob and the team are incredibly creative and enthusiastic, and produce work of the very highest quality. From initial design concepts through to developing the campaign, and producing the finished digital media solutions, Wonder deliver 100% every time and really look after their clients. The team are a pleasure to work with and I can't recommend them highly enough." Kim Gowland, Principal Manager: Audience Development, Manchester Art Gallery