Marcel Duchamp and his protégé were amongst the most influential artists of the 20th century and made their names by subverting the traditional art world in the works they produced.
Taking this spirit onboard we proposed a campaign where the Barbican took a back seat in the communications and let the artists themselves project what it is that they believed.
Kicking off with unbranded posters in creative hubs around London, we seeded snippets of classic quotes that were then expanded and enriched by following a URL to a trailer site - www.duchamp2013.com. The site features archive footage spanning the 20th century and allowed the artists to tell the story of how they work and their approach. Using this footage this we also developed ads for 4OD and on Barbican cinema screens.
These quotes also featured in our range of printed work produced to support the exhibition in the season brochure, gallery guide and the private view invitations.
Following a decision from the curatorial team, our tease posters are also available for purchase in the Barbican shop for the duration of the season.
TEASE POSTERSUnbranded posters seeded exhibition artwork in high visibility outdoor sites, generating traffic to the microsite as well as discussions online with regards to their origins.
01 — Marcel Duchamp
02 — John Cage
03 — Merce Cunningham
04 — Robert Rauschenberg
05 — Jasper Johns
06-09 — Various poster sites around East London
REVEAL POSTERSThe London wide poster campaign was targeted at sites in creative hubs as well as across the underground and rail network. Tease posters were overlaid with corresponding reveal posters anchoring the imagery.
10 — Marcel Duchamp Reveal Poster
11 — John Cage Reveal Poster
12 — Merce Cunningham Reveal Poster
13 — Robert Rauschenberg Reveal Poster
14 — Jasper Johns Reveal Poster
15-18 — Various poster sites
WEBSITEExtending the insight of letting the artists voice their beliefs, we sourced archive footage and edited them into an interactive film. Excerpts of quotes from the tease posters were also expanded in the film to give them context and reveal the artists behind the works featured.
INVITESPrivate view and media view cards were sent in manila envelopes featuring teaser quotes and were subsequently featured in a Wallpaper* article on the exhibition.
EXHIBITION GUIDEThe guide is a free information brochure for The Bride and the Bachelors exhibition and illustrates the history of the artworks and the artists behind them.
SEASON BROCHUREThe 32 page brochure features the entire programme of events taking place for the Dancing around Duchamp Season and in addition to being available in the centre, has been distributed across London and to the 20,000 person Barbican members list.
VOD & CINEMA ADSUsing archive footage featuring an interview with Duchamp, we developed targeted TV ads intended to leave a question in the viewers mind. It was the first time that the Barbican had used the format for their communications and these were later adapted to feature on their cinema screens also.