| Title | Art to be Stolen |
| Agency | Bungalow25 |
| Campaign | Art to be stolen |
| Advertiser | Fox Broadcasting Company |
| Brand | Fox Crime |
| Posted | November 2011 |
| Business Sector | TV/Radio Programs & Stations |
| Story | We decided to create the First Art Exhibition to be Stolen. 25 prints, from the French artist Muriel Moreau (National Print Award 2010), were exposed in the streets of Madrid with a single goal: that people would steal them. |
| Philosophy | Fox was looking for a campaign to launch its new series "White Collar", based on the adventures of Neal Caffrey, an extraordinary forger and artwork thief. We decided to create the First Art Exhibition to be Stolen. 25 prints, from the French artist Muriel Moreau (National Print Award 2010), were exposed in the streets of Madrid with a single goal: that people would steal them. |
| Problem | On January the 10th, date of series’ premiere, the prints were placed at 11am along city streets; besides, the exhibition was announced on Fox’s website, Facebook and Twitter, and was broadcasted through the microsite: artepararobar.com. Here, an interactive city map and pictures showed the exact location of the prints. The paintings were supervised by 25 commissioners and, thanks to their iPhones, they would update the map, upload the theft videos to the microsite and update in real time the progress of the exhibition. Those iPhone and Smartphone users could know, thanks to geolocation technology, where exactly the pictures were located and how far from them they were. The microsite became a virtual gallery where you could follow live the development of the action. The videos were also uploaded to YouTube and the comments posted on the microsite could also be followed via Twitter. |
| Result | In two hours, 25 Muriel Moreau prints were stolen. The action had a major impact on Social Media, with a massive following on Twitter and Facebook, as well as the microsite, which was a real success: 17,000 visits just that morning. Videos of the thefts were viewed more than 20,000 times the day of the exhibition. Major print media nationwide echoed the news. Besides, 125 online media broadcasted the theft of the pictures. |
| Media Type | Promotion & Event |
| Creative / Art Direction | Julio Galvez |
| Creative / Art Direction | Javier Gómez |
| Creative / Art Direction | Iñigo Ancizu |
| Creative / Art Direction | Pablo Perez |
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