Campaign by Publicis Pixelpark for Hamburg's Art Association celebrates the Art of non-understanding
For the new campaign of the “Kunstverein”(Art Association) in Hamburg Publicis Pixelpark places people in the center of the contemplation of contemporary art. Lily Reynaud Dewar’s work was equipped by small hidden cameras that photographed visitors of the vernissage and their authentic responses to the works of art. This way honest portraits of non-understanding were created, taken by the photographer Dirk Weyer. True to the motto "Finally Understanding Nothing at all - again" the campaign of the Kunstverein is advertising for new members.
"We have forgotten that understanding sometimes takes time," says Bettina Steinbrügge, Director of the Hamburg Kunstverein. "It’s totally o.k. to not understand in an instant, but in a world where everything has to be explained it is great there still exist places that ask questions. The Kunstverein wants to tear people out of the comfort zone of an all-understanding-need."
"When looking at works of art, the impression often leads the viewer easily to perplexity and incomprehension," says Timm Weber, Chief Creative Officer at Publicis Pixelpark.
And Weber adds: "For 200 years now, the Kunstverein in Hamburg has always been showing the latest and often completely unseen art - artistic positions that at first glance may not really seem to be much accessible to many viewers. The new campaign is celebrating unconscious artisan experience which wants to make sure that longer-term and regular engagement with contemporary art leads to far more than incomprehension - namely, new visions, thoughts and lightbulb moments."
The Kunstverein in Hamburg offers free entry to members, invitations for lectures and excursions. The campaign runs on City Lights (CLP), on the passenger TV of the subway and on other digital displays in Hamburg.
Viviane Kruggel, PR Manager, Tel. +49 40 38107 126, firstname.lastname@example.org
About Publicis Pixelpark
Publicis Pixelpark belongs to the Pixelpark Corporation and can be found in Barcelona, Berlin, Bielefeld, Erlangen, Frankfurt, Hamburg, Cologne and Munich. This is where creative and profitable communication and E-business solutions are developed. About 900 communication- and digital experts across various sectors take pride in working for well-known national and international names.