MAC/VAL

Based on the request of the City Hall, how to make contemporary art a popular event?

Our approach

Meet the emerging aspiration for people to “feel” the art and to “live” the art rather than just contemplating it.

By inviting them to discover a place instead of a catalog.

By positioning the museum like a consumer good, focusing on the promise of pleasure.

By creating a unique message that makes contemporary art accessible.

So we launched the campaign with its signature “Art Attack”.