By Minda Smiley | Reporter

February 22, 2017 | 2 min read

The Philadelphia Museum of Art wants Philly locals and tourists alike to know that you don’t have to know who Picasso is to enjoy the iconic museum’s collection of artwork.

That’s why the museum’s latest campaign, created by Philly-based agency Brownstein Group, is geared towards people from all walks of life rather than art enthusiasts. According to Brownstein Group, the latest effort marks the first time in nearly a decade that the Philadelphia Art Museum has rolled out a campaign that is aimed at attracting visitors from different demographics.

The ads, which span TV, digital, and out-of-home, feature the kinds of conversations that might take place at the museum between people who know little to nothing about art. For example, one ad features people debating over whether or not the stern-faced guy in the painting they’re looking at is “throwing some serious shade”.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“The campaign encourages our visitors to enjoy the art on their own terms and features iconic works of art from our collection,” said Jennifer Francis, executive director of marketing and communications at the Philadelphia Museum of Art, in a statement. “We know that the experience of a work of art is personal and we encourage visitors to explore and enjoy everything the museum has to offer. This campaign is an invitation.”

The campaign, which is running throughout the greater Philadephia region under the tagline “A Surprise at Every Turn,” has been voted by readers as US Creative Work of the Week.

Philadelphia Museum of Art: A Surprise at Every Turn by Brownstein Group

By Philadelphia Museum of Art

Overall Rating 4/5

Vote now

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Creativity Agency

More from Creativity

View all