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Art Fund UK: What is the perfect work of art? by 101

Agency: 101
Date: Sep 2017
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Art Fund UK has released a new irreverent film featuring a group of eight people attempting to pin down the definitive answer to ‘What is the perfect work of art?’

Created by MullenLowe’s new purchase 101, the quirky spot is set in Dulwich Picture Gallery and sees a stuffy curator present a focus group with a series of artistic choices, such as Barbara Hepworth or Hokusai, and Rodin or William Morris.

The film picks up pace as the eight begin to gain confidence in their choices, and the ‘perfect’ work of art is finally chosen – off camera.

Art Fund UK hopes the ‘ludicrous’ nature of the experiment will demonstrate that there is, in fact, no such thing as the perfect work of art, and that one piece cannot please everyone. The film ends with a promo for the National Art Pass, which can help anyone with an interest discover the works they love.

‘What is the perfect work of art?’, which was directed by Fred Rowson at Colonel Blimp, will be rolled out in cinemas.

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