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Whitney Museum of American Art
Jeff Koons: A Retrospective as Audacious as His Art
RAN IN: United States
CLIENT
Whitney Museum of American Art
Jeff Levine, CMO
Hilary Greenbaum, Design Director
Jill Hamilton, Marketing & Social Media
Sarah Meller, Marketing Associate
AGENCY
Jane Reiss, CMO
Michael Collins, Group Creative Director
Fred Sanicola, Group Creative Director
Diana Blau, VP Acct. Director
Andrew Antaki, Media Director
Ahra Cho, Planning Director
SUMMARY
Jeff Koons Retrospective at the Whitney Museum The Whitney was not seen as a must-visit" NYC art museum. To put it on the map, we targeted those with an excessive interest in culture culture vultures. Playing on their FOMO, we blanketed NYC with Koons messaging, from Times Square, the High Line, subway, online, print, Instagram, PR, to unexpected places like H&M. The result: attendance unseen at the Whitney in more than a decade, making the Koons exhibition the seminal cultural event of the summer.
CASE VIDEO
Hero Medium: OOH
Audience: Young Men and Women (20-35 yrs)
Objectives: Support event, exhibition
Type: Business to Consumer
Classification: Local
Language: English
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