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Creative Award
New York, United States
The Art Institute of Chicago - "Van Gogh BnB" by ANDY Awards 2017

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TitleVan Gogh BnB
Agency
Campaign Van Gogh BnB
Advertiser The Art Institute of Chicago
Brand The Art Institute of Chicago
Date of First Broadcast/Publication 2016
Business Sector Museums & Monuments
Story To encourage people to attend its Van Gogh exhibition, the Art Institute of Chicago recreated one of the artist’s most famous paintings – of his own bedroom – in real life, and invited people to spend the night there via Airbnb. The room was booked within moments and the news was spread enthusiastically by social and traditional media. More importantly, the exhibition was a smash hit.
Media Type Case Study
Length
AI Description "Van Gogh BnB" by The Art Institute of Chicago, with help from Leo Burnett Chicago, presents an innovative take on art appreciation. This 2016 campaign recreates the famous painting of Vincent van Gogh's bedroom and lists it on Airbnb to allow fans a true living art experience. The ad visually follows news reports and social media buzz generated by this creative concept, which quickly sold out, garnering global attention. The production highlights the museum's new exhibition, inviting viewers into a vivid, immersive experience that bridges art and reality. The soundtrack is subtle, enhancing the journey without overwhelming it. Van Gogh's iconic brushwork comes to life, offering a unique glimpse into the artist's world, promoting higher attendance and ticket sales for the exhibition, ultimately demonstrating the power of creativity in historical connection.
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