Communication campaign "Sumenėk"
Over the years many contemporary art galleries and museums have been established in Vilnius. We have visual arts center dedicated to Jonas Mekas, ceramics decorated Literatų street, interdisciplinary alternative project Open Gallery, let’s not forget the newly built MO museum and many more throughout the city! The problem is that not everyone is familiar with modern art galleries and museums in Vilnius.
Therefore it was decided to strengthen the position of Vilnius as a city full of great contemporary art. In order to invite residents and visitors to more actively visit art objects, Vilnius Municipality initiated a campaign during which free buses drove passengers on a special art route on February weekends. 17 galleries and museums joined forces together in this endeavour. We were brought in to create a communication campaign concept and identity.
Contemporary art may be viewed by some as too sophisticated or elite attraction. These preconceptions had to be refuted by creating a friendly and attractive identity for people who may not be familiar with art. Therefore we’ve set out to design a vibrant and colourful imagery throughout the campaign identity.
During the ideation process, a new phrase in Lithuanian language was coined to describe the after effects of being exposed to too much contemporary art - “Sumenėti” (rough translation would be - “to artify”). This phrase became the name and main concept of the campaign.
We decided to depict a physical “artification” as the key visual. A duality of “normal” human being and his “artified” self became an invitation to target audience to expose themselves to art. All “artified” human beings in key visuals were designed in a style of Lithuanian contemporary artitists. The pop art version of “artification” is inspired by Kęstutis Grigaliūnas, a surrealistic version by Mikalojus Povilas Vilutis and an op-art version by Kazys Varnelis.
Client: Vilnius City Municipality
Creative support: Andrius Jakučionis