Paris's iconic Musée d'Orsay - home to one of the largest collections of Impressionist and Post-Impressionist art in the world - was to be fully refurbished so the museum could both showcase old paintings in a converted setting, as well as display never-before-seen works. The agency was tasked with launching the 'new' museum to the public, encouraging them to visit.
We created an integrated campaign around the idea, "A new look for Orsay, have a look for yourself". Print and outdoor ads featured close ups of facial features and expressions in various famous pieces - sculptures, photos, paintings - with the tagline encouraging the viewer to uncover the masterpiece behind the close-up. The campaign also extended into TV, radio and traditional PR.
A 25% increase in visitors, and for the first time in years, French visitors to the museum outnumber tourists: 56% against 44%. An international campaign is planned for 2012.