ARt
The Belgrade Museum of Contemporary Art was a nuisance - until McCann smoothed the waters with augmented reality.
The Muzej Savremene Umetnosti was seemingly the Berlin airport among museums: the seemingly endless renovation project lasted longer than a decade - and deprived an entire generation of the unique collection of Yugoslav and Serbian art.
On October 20 was it was finally time for the grand reopening. The almost historic moment was introduced with a remarkable AR campaign, which was supposed to put the controversial museum back into a positive context.
McCann hosted the largest virtual art exhibition in the world. Through collaborations with brands such as BMW, Coca-Cola and the 13 other most important advertisers in Serbia, it was possible to replace their advertising materials with works of art via an app. In addition to the display, supplementary information and sound files were shown for each work.
The AR exhibition served to "bridge" the art museum's free time - and met with a lot of interest and goodwill among the population. Nice: As the case film at the end reveals, the app will be made available to other museums free of charge as open source after the successful reopening. (hae)
