By Katie Deighton | Senior Reporter

September 27, 2017 | 1 min read

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.

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

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

By Art Fund UK

Overall Rating 5/5

Vote now
Advertising Brand

More from Advertising

View all