Van Gogh BnB
WHEN: 2016
CLIENT: The Art Institute of Chicago
AGENCY: Leo Burnett
MY ROLE: ACD/Copywriter
WHAT:
We took the entire marketing budget for the Art Institute of Chicago ($28K) and convinced them to build a bedroom instead of making banner ads. We put the room, styled like a Van Gogh painting, on AirBNB and let the internet fight for a chance to stay there.
RESULTS:
Online tickets sales up 250%.
Highest attendance in 15 years.
$1.5 billion in earned media.
500 million impressions.
RECOGNITION:
CANNES: Grand Prix Creative Effectiveness, 7 gold lions, 7 silvers
ADC: 3 Gold Cubes and the ADC Black Cube for best in discipline
CLIOS: Grand Clio, 3 gold, 1 silver, 1 bronze
LIA: 4 gold, 1 silver, 1 bronze
D&AD: Yellow Pencil, Graphite Pencil, Wood Pencil
