Art of the Selfie
Attracting new audiences to art at National Museum Cardiff
Project overview
Strategy
Campaigns
Environment
We worked with National Museum Cardiff, one of the seven museums within the Amgueddfa Cymru brand family, to promote a limited-time exhibition that featured Van Gogh’s famous Portrait of the Artist (1887), on loan from Musée d’Orsay, Paris. Here the client wanted to draw new audiences into the museum, as well as establishing a new ‘pay what you can’ initiative.
We developed the ‘Art of the Selfie’ concept – enabling the museum to curate a collection of self portraits in an exciting, modern and dynamic way, targeting new and younger audiences with interactive exhibition content.
Individual identity
We created an exhibition identity with its own sense of self. The dynamic identity adapts and expresses individuality when in motion – drawing people in with a sense of flow and immersion.
Self-promotion
We designed a full suite of promotional materials and applications to bring Art of the Selfie to life across all customer touchpoints — from banners and signage to advertising, digital content and marketing materials.
Selfie box
We created a unique mirrored selfie box for visitors to engage with at the exhibition, encouraging them to share user-generated content across social media – amplifying Art of the Selfie to online friends and followers well beyond the museum’s usual reach and marketing channels.
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Transport for Wales
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Amgueddfa Cymru
