You can’t make everyone an art critic.
Rene Magritte taught us to look at the familiar in new ways, to un-think our view of the world. For the opening of his exhibit we partnered with the Art Institute and asked ourselves what would he do? Along with Facebook and Instagram, we unthought the way an exhibit should be by making everyone an art critic. As visitors participated, their interpretations became a part of the official audio tour and changed the way galleries could be shared and experienced for the first time ever, making the Art Institute Trip Advisor's number one Museum in the world.
Unthinking admission
We took unthinking the exhibit a step further and removed one of the biggest barriers, money, We unthought admission and invited people to get into the exhibit by bringing in surreal art they created at home to pay for their tickets. The items were curated and became part of the actual Magritte exhibit, making the audience part of the show.
Unthinking a campaign
The entire effort was supported by a massive ambient, social, mobile and outdoor campaign that challenged people to Unthink they way they viewed the ordinary with contextually placed ads.
Unthinking outside the exibit
Art is for people right? So we took it out of the museum and made it something people could play with and share with an installation from one of Magritte's most famous paintings, the Red Model. The city embraced the idea, even retailers unthought window displays making the city a massive canvas for people to experience Magritte's art.
