The Challenge
To promote 'Relics', an exhibition by the world-renowned artist Damien Hirst and his first solo show in the Middle East.
The Strategy
A fully integrated communication campaign with an interactive website as the focus combined with experiential, press and outdoor advertising. Our approach was to engage the public and stimulate interest in the exhibition with online dialogue and a full complement of social media channels. Signature pieces of the artist’s work were used in conjunction with seemingly contradictory statements such as 'This is not just a shark in a tank’. Video comments were captured at the exhibition and pop-up gallery boxes at malls and then posted on to the website.
The Result
The public shared their experiences using the social media channels provided, and awareness of the exhibition was high as a direct result of the activity.
