Best Arts Ads The Client Did Not Pick, Best Of Show Ads The Client Did Not Pick

Between June 23 and September 25, 2011, the Schirn Kunsthalle Frankfurt (a leading German art museum) hosted an exhibition with the title “Secret Societies”. The intention was to send all those on the Schirn email list a standalone message to promote the new exhibition. Given the secret societies theme, the promotion featured an animated image with a secret message that self-destructed ten seconds after the email was opened.

The core focus of the email was a poster featuring the exhibition’s details. The animation included a countdown from 10 to 0, after which the poster caught fire and burnt from the center outwards to eventually leave just a few charred flakes as evidence of its existence. Any subscriber wishing for more information just had to click on the remains of the poster or a link to reach a landing page displaying the “secret” details of the exhibition.

The aim was to generate interest in the exhibition (and subsequently raise visitor numbers) by using an attention-grabbing animated image reflecting the exhibition’s theme. After all, what could possibly incite more interest than access to information whose short lifespan implies an unparalleled level of exclusivity and secrecy?

Contributors:

Account Manager:	Björn Linde
Graphic Designer:	Clemens Praetorius

RABBIT EMARKETING GMBH

Location: Germany