What they were up against
The Weisman Art Museum (WAM) has always provided fantastic fresh art and culture to its community for free. When they closed for nearly a year to add an innovative addition to their gallery, they wanted the reopening to make a serious splash. Yamamoto was asked to create a campaign that would remind the community of their exciting and important contributions to local culture, expand the market and attract disengaged audiences to increase close rates.
What we did to help
To get people excited about the reopening, we decided to bring the WAM experience out into the community. WAM changes the way you look at the world. To capture that power, we created an integrated campaign, “WAM! Now That’s Art.” The concept came to life in full surround. From print ads to outdoor to real-world installations of picture frames around the city, people were invited to view iconic scenes and landmarks the way they would at the Weisman. A mobile app allowed users to place and size a frame anywhere using their phone camera to create an artistic element. Users could share their creations via social media and a continually updated gallery on the “Now That’s Art!” website.
The Weisman Art Museum saw a 300% increase in donations. For the grand reopening, they experienced the largest single-day attendance in the museum’s history. For “The Big WAM Bash,” the museum exceeded its goal and raised $80,000 (net) for the first-time event. The Board of Directors subsequently added the event to its annual fund development plan.
Work we did:
- Brand Strategy
- Tagline
- Identity
- Image System
- Experiential/Environmental
- Design
- Creative
- Collateral System
- Digital Engagement
- Theming
