Background

We were tasked with driving entries to AICP Awards. In a sea of awards shows, AICP stands out because winning work earns entry to the permanent collection at the Museum of Modern Art in NYC, alongside artists like Van Gogh, Frida Kahlo, Picasso, etc.

Idea

People have been decrying the “death of creativity” for decades, but that call has only gotten louder as the barriers to producing great work seem to be getting larger every year. “Museum-Worthy” captures an unspoken frustration many people in the creative industry have been feeling.

Work that wins at the AICP Awards enters the permanent collection at the Museum of Modern Art in NYC, alongside legendary artists like Van Gogh, Frida Kahlo, Picasso, etc.

Strategy

Our goal was to drive entries to AICP Awards, where winning submissions become part of the permanent collection at the Museum of Modern Art in NYC. Our audience insight is that all advertising creatives face an increasingly grueling and frustrating road to getting their great ideas out into the world. So, when a great idea overcomes this frustrating journey, it is fully worthy of its place at MoMA alongside the world’s masterpieces.

Execution

The AICP launched the film after their submissions were open for entry. The film was posted organically and shared with previous entrants to drive submissions. Once posted, the film was picked up by a wide variety of industry press and reshared on social channels by thousands.

Outcome

Over 1,000,000 social and online views in less than a month, with zero media spend or support.

That number of views is the equivalent of every US creative in the industry watching the film 11x.

Total entries to the AICP Show exceeded the goal by 35% in what’s considered a “down year” for award-show entries.