The ad campaign that has grabbed my attention this week is the ‘Van Gogh Bnb,’ a project that was created to arouse people’s interest in the ‘Van Gogh’s Bedrooms,’ a temporary exhibition held at the Art Institute of Chicago in collaboration with Airbnb! This campaign has won four Golds at the 2016 CLIO Awards and three Golden Lions at the 63rd Cannes Lions International Festival of Creativity! Not bad, isn’t it? Let’s see it in action.
Vincent van Gogh’s ‘The Bedroom’, or ‘Bedroom in Arles’ is considered to be one of the most famous paintings in the world. There are 3 versions of ‘The Bedroom,’ created by the artist from 1888 to 1889, hang in the Van Gogh Museum in Amsterdam, Paris’s Musée d’Orsay and Chicago’s Art Institute. The ‘Van Gogh’s Bedrooms’ exhibition in Chicago reunites all these three versions for the first time in North America.
The Art Institute of Chicago in partnership with the agency Leo Burnett and AirBnb, recreated the painting. What is more, instead of just looking at the painting, people were invited to spend a night inside Van Gogh’s room to get closer to the artist! We can read from the listing on the website that ‘this room will make you feel like you’re living in a painting. It’s decorated in a Post-Impressionist style, reminiscent of Southern France and times gone by. Its furniture, bright colors, and artwork will give you the experience of a lifetime.’
Well, they didn’t stop there. The most incredible thing I’ve ever heard was that the room was hosted by Van Gogh himself and rented to everyone on Airbnb at a price as much as $10 with explanation ’I’m charging $10 for no other reason than that I need to buy paint. However, I will be happy to provide you with tickets to my exhibition at the Art Institute of Chicago.’ Smart move, isnt’it?
People were thrilled! The first block of nights were sold out in 5 minutes after the project was launched. Withing one week the story had been covered by media in over 100 countries. The ‘Van Gogh’s Bedrooms’ exhibition online tickets sale up 250% and it was the highest attend exhibit in 15 years!
Futhermore, for “Van Gogh BnB,” project Leo Burnett Chicago got a lot of awards: six Cannes Lions, including one Gold Lion and two Silver Lions in Direct, and two Gold Lions and one Silver Lion in Promo & Activation at the 63rd Cannes Lions International Festival of Creativity that was held in June.
In addition, the agency has also won six Clios: four golds in the Brand Design, Out of Home, Branded Entertainment and Engagement/Experiential categories and silver in the Public Relations category and bronze in Direct. The campaign had a great success!
To my mind, this is the sort of campaign that shows how powerful the experiential marketing and storytelling can be to engage with consumers on a deeper, emotional level.
What to you think of it? 😉
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