Burnett's Van Gogh's Bedrooms Nabs Creative Effectiveness Prize
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Just days after Publicis Groupe declared a moratoruim on awards including Cannes next year, one of its agencies — Leo Burnett Chicago — claimed a Grand Prix for Creative Effectiveness for its Van Gogh’s Bedrooms exhibit for the Art Institute of Chicago. The buzzworthy effort gave people the chance to rent a reproduction of Vincent van Gogh’s bedroom for a night, driving huge visitor gains.
WHAT IT IS: Art lovers could use Airbnb to rent a reconstructed 3D replica of the bedroom of the artist. Jury president Jonathan Mildenhall praised the effort for using creativity to introduce a broader and younger demographic to the Art Institute.
WHY IT WON: The Creative Effectiveness Lion recognizes campaigns that “demonstrate hard results over the long term.” The Van Gogh campaign lured 133,000 visitors in incremental attendance, driving $2 million in incremental revenue, Mildenhall said.
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