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Van Gogh's Bedrooms let yourself in

For “Van Gogh’s Bedrooms,” the agency Leo Burnett worked with the Art Institute of Chicago (AIC) to reengage with the one audience that was still staying away in droves: local Chicagoans. With an upcoming Van Gogh exhibition featuring all three of his “bedroom paintings” brought together for the first time, AIC needed to find a way to take something that’s a big deal to art scholars and make it irresistible and inviting to all Chicagoans. The result was a campaign that invited audiences to step inside Van Gogh’s world, and to “Let Yourself In” to the bedroom of a troubled genius: At the center of the campaign was an exact physical reconstruction of Van Gogh’s bedroom, which was made available to rent on Airbnb. (http://leoburnett.com)

Tags: Industry: Tourism
Company: Airbnb,Airbnb
Agency: Leo Burnett
Country: United States
Prize: Cannes
Year: 2017
Creative Concept: Change Color,Change Material
Language: English
Level: Market level - Changing the place