Release your inner Salvador

I don't normally blog about stuff we've been doing at GSP or I've been working on but I'm going to make an exception for a project that we've just launched as it's for a great museum and it's something we're really proud of, not least as it shows the fruits of a partnership between a brand, ad agency and technology partner.

A few months ago, we were asked by the Dali Museum in St. Petersburg, Florida to help them find a way to create interest in their new building that opens 1.11.11 (Jeff Goodby is a member of their board).  Unsurprisingly, they don’t have large budgets so we wanted to develop something that didn’t rely on the need for media investment.

We landed on the idea of helping people release their inner Salvador through a photo App that could create surrealist overlays, a modern day ode to the brilliance that is Dali. We decided to partner with someone to give us critical mass of users and distribution, so we reached out to Hipstamatic. They liked the idea so much that they have worked with us to create a lens and film pak for the app (the Dali Museum Goodpak), waved their fee and pledged to donate any income from sales of the pack (it costs 99c) to the museum. There’s a contest where the winner, judged by John Waters, will be flown to the new opening on 1.1.11, and 9 other finalists artwork will be featured in an exhibit.  And we’ll also be projecting images taken with the pak on to the museum’s new building on it’s opening night.

This effort will not only hopefully raise interest, but it will also raise money for the museum. All for zero dollars in production or media.

The Pak launched yesterday in the update of their app.  You can find out more here.  Here's a shot I took last night:

If you’re a hipstamatic user please think about buying the pak.  If you have an iPhone and have yet to discover the joys of hipstamatic maybe now is the time.

A lot of people worked really hard to make this happen but I want to say a huge thank you to Lucas and Ryan, the people behind Hipstamatic, for their smarts, collaboration and incredible generosity,

Comments

[Age]

Nice work mate, I'm buying this film set right now

[Will]

That is utterly brilliant. Nice one, mate.

[edwardboches]

Gareth:
Great example of collaboration with client, app developer and, most importantly, user. New ways to involve and inspire are the new ways to influence. Love it.

[Brett T T Macfarlane]

Zero budget projects rarely create something unexceptional. This, is no exception.

[angela]

Hey Gareth -
All I can say is Wow! Fantastic work and love Hipstamatic even more now.

[avin]

really nice idea, well done mr kay.

[andygrayson]

Love it. We should all do more projects like this. Leads to the best stuff.

[Hanna]

I love the idea, but I'm confused by the execution. The website does a poor job of explaining what the contest is, and the navigation is loopy. If I hadn't read your explanation on this post, I would not have gotten it.

That said I'm probably going to enter.

[Phil Adams]

Lovely, elegant idea.

So elegant, smooth and seamless though that I bought the Hipstapak from within the iPhone app without noticing or appreciating any connection with the museum. That's because, like many Hipstamatic users, I've got into the habit of automatically buying and trying every new release without really studying the blurb.

I guess that doesn't matter too much, given that the revenue generated from the purchase will still go to a worthy cause.

I would have happily tweeted this or shared this on Facebook if I'd been more aware of the back story.

This comment is in no way meant to demean the quality of the thinking. Jealous.

[John Keogh]

It's great. There is a flourishing Salvador 84 group on Flickr with some brilliant effects.

[Pablo Edwards]

What a brilliantly creative way to go about a Dali museum campaign. Admittedly, I never would have come up with this or anything remotely as great!

[moncler jacket doudoune]

Very, very nicely done!