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MAC/VAL - "Come into the Art" - CLM BBDO

  • Come into the Art
  • MAC/VAL
  • Musée d'art contemporain du Val-de-Marne
  • CLM BBDO
  • France
  • Come into the Art
Product CategoryMuseums & Monuments
MarketFrance
Date of First Broadcast/PublicationNovember 8, 2005
Media TypeTelevision & Cinema
Length45 Seconds
Awards Eurobest, 2005 (Eurobest Silver) for Entertainment & Leisure
Production Company Wanda Paris
Singer Coco Rosie
Creative Director Anne de Maupeou
Creative Director Barka Zerouali
Art Director Dimitri Guerassimov
Copywriter Frédéric Lutge
Director Arno Bani
Production Company Producer Claude Fayole
Lighting Director / Lighting Dylan Doyle
Agency Producer Isabelle Baud
Account Manager Pascal Couvry
Account Manager Julien Lemoine
Advertising Manager Alexia Fabre
Advertising Manager Marie Rotkopf

Concept

An amazing and exclusive communication campaign to go with the opening.
Created by CLM BBDO agency, the campaign entitled "COME INTO THE ART" invites, through this pun, the spectator/visitor to live a unique moment mixing pleasure and discovery.
At the same time, it meets the ambition of the museum to give access to the whole inhabitants from Val-de-Marne and Ile-de-France to the contemporary art.

A 45 seconds film directed by Arno Bani has been in accordance with the approach related to the birth of emotion triggered by the contemporary art.

Problem

The opening of MAC/VAL, Contemporary Art Museum of Val-de-Marne, in Vitry,is a national and international event, and accounts for one of the most important works in France for the recent years. It consists in meeting three main objectives : a cultural commitment, a political one, and a strong mission for the common interest.