The Museum of Contemporary Art in Belgrade has been closed for renovation for almost ten years, much to the disgust of Serbia’s art lovers. They’ve even staged protests against the seemingly endless building work. Enter McCann Belgrade, which created an augmented reality mobile app that turns advertising billboards and other commercial spaces into works of art. Simply point your phone at, say, a Coca-Cola billboard and it turns miraculously into a Picasso painting in the museum’s collection. The viewer can also access additional info about the work and the artist. It’s an effective means of bringing art to public spaces without laying a finger on the billboards concerned. 


TitleDemocrARtisation
Agency
Campaign democrARtisation
Advertiser Museum of Contemporary Art Belgrade
Brand Museum of Contemporary Art Belgrade

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