DETROIT INSTITUTE OF ARTS The cultural gem of Detroit. The DIA's collection is one of the top six in the United States PROBLEM During the Detroit bankruptcy the art at the DIA was considered city assets and at risk, unless they could raise $500 million to protect it. Every piece belongs to the people of Detroit. And just like a soldier will never leave behind a fallen comrade, each Detroiter (whether Proper or Metro) was called upon to do their part to make sure their art did not become a casualty of a heartless, financial war. SOLUTION No Art Left Behind - A 360o campaign to save the art. — PRINT It started with a series of print ads that aggressively scared readers with images of empty galleries and copy that demanded a sense of urgency.
DIRECT MAIL Direct mail pieces that resembled empty frames were sent right to their doorstep. OUTDOOR On the highways, drivers were bombarded with tortured art, including Van Gogh's self portrait hanging from concrete gallows. EVENT The anti-auction was a strolling dinner where patrons outbid each other to become sponsors for different art pieces. MICROSITE Along with instructions on donating, the microsite included info on a groundbreaking event, warmly called the anti-auction.
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