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,
Nice work mate, I'm buying this film set right now
Posted by: Age | November 05, 2010 at 06:00 AM
That is utterly brilliant. Nice one, mate.
Posted by: Will | November 05, 2010 at 06:05 AM
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.
Posted by: edwardboches | November 05, 2010 at 08:50 AM
Zero budget projects rarely create something unexceptional. This, is no exception.
Posted by: Brett T T Macfarlane | November 05, 2010 at 09:15 AM
Hey Gareth -
All I can say is Wow! Fantastic work and love Hipstamatic even more now.
Posted by: angela | November 05, 2010 at 02:28 PM
really nice idea, well done mr kay.
Posted by: avin | November 05, 2010 at 03:09 PM
Love it. We should all do more projects like this. Leads to the best stuff.
Posted by: andygrayson | November 05, 2010 at 07:31 PM
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.
Posted by: Hanna | November 06, 2010 at 10:18 AM
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.
Posted by: Phil Adams | November 08, 2010 at 08:08 AM
It's great. There is a flourishing Salvador 84 group on Flickr with some brilliant effects.
Posted by: John Keogh | November 11, 2010 at 06:08 AM
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!
Posted by: Pablo Edwards | November 26, 2010 at 10:04 AM
Very, very nicely done!
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