We advertised the Magritte exhibition at SFMOMA by using the artist’s own methods: questioning reality.
We paired Magritte’s most-known paintings with puzzling questions, igniting the Bay Area curiosity. And with almost 500 free rides driven by the one and only Son of Man (bowler hat and apple included) and an AR-powered interactive gallery, we brought 26% visitor growth to the museum — making Magritte: The Fifth Season the most visited SFMOMA exhibition to date.
The creative assets were tested and optimised live.
With dozens of paintings, hundreds of headlines and a data-based strategy, we served people with personalised ads related to their tastes, searches and online behaviour.
