Museum blends to stand out

Who knew art from the 1800s could blend so seamlessly with work from today?

Who knew art from the 1800s could blend so seamlessly with work from today?

A new campaign to support the ‘Cuba Art & History’ exhibit at The Montreal Museum of Fine Arts lets the art speak for itself, while presenting it in a subtly stylized manner. For example, a 30-second TV spot features various pieces morphing into each other using stop-motion animation.

‘[The museum] wanted to show a broad spectrum of work. So we tried to blend everything, to show pieces from 1868 all the way through,’ explains Nicolas Massey, CD at Montreal-based Amen, adding that the museum didn’t have a big budget. ‘[Using stop-motion animation] is a way to have a high impact visually while spending less money.’

The museum opted to pump the money it saved on producing the TV spot into its media buy. The spot is running in high rotation across Quebec to reach the largest audience possible and maximize the exhibit’s broad appeal.

Massey says they storyboarded pieces they wanted to include, and found similarities to transition from one frame into another. The campaign also includes online, OOH and print efforts that all feature a star and the colour red in a nod to Communism.

‘Cuba is a unique place that [the museum] wanted to capture in the design,’ says Massey.

The Cuba exhibit is running until June.

advertiser: The Montreal Museum of Fine Arts

agency: Amen

animation: B 78

sound/music: Studio La Majeure