Marketing campaign: Pinakothek der Moderne

The challenge

Two decades of quadruplicity.

The Pinakothek der Moderne was, is and will remain a world-class museum – and always one thing: pleasantly non-conformist.

in 2022, the 4-in-1 museum celebrates its twentieth anniversary. And thus two decades full of art, provocation, passion and new perspectives. This is to be communicated with a corresponding campaign that appeals to both existing and new visitors and raises the museum’s profile both nationally and internationally.

Goal

Party like it’s art

With works by Magritte, Dalí, Beuys, Picasso and Matisse, the Pinakothek is an important institution in the international art scene.

Accordingly, the anniversary campaign aims to raise awareness of the PdM beyond the borders of Munich and Germany – while also appealing to younger target groups. The PdM brand is to be anchored in people’s minds and make them want to experience and celebrate this special anniversary on site.
To this end, a large-scale print and digital campaign will be launched, which can also be experienced within an interactive anniversary and event area on the website. Its conceptual and visual development must meet the highest standards, particularly in terms of design. At the same time, it should appear appealing and approachable in order to meet the needs of all target groups.

Order

"Draw all eyes to us!"

“Four disciplines of modern art, twenty years of the Pinakothek and a thousand reasons to celebrate – pack all this into an eye-catching campaign that impresses with its design and attitude at first, second and last glance!”

Solution

Twenty – so what!?

How old is 20? Still too young or long grown up? In tune with the times or already yesterday’s news? And anyway: how old can something that is constantly renewing itself be? For the Pinakothek, age plays no role in this context – but rather its self-image of always moving with the times. And at a time when people long for variety, lightness and beautiful experiences, it is more relevant than ever: the PdM offers space for new things, space for discovery and for experiencing oneself anew. Everyone is welcome, everyone is invited to join in the celebrations. The approach of our campaign is therefore obvious: no more bad vibes. We celebrate life and the moment. Colorful, loud, progressive and in tune with the times. True to the motto: Twenty – so what!

Success

The party of the decade

Four museum directors, four art disciplines, four different demands and very different tastes: with this campaign, we managed to engage and inspire all of PdM’s decision-makers – without appearing arbitrary in the slightest. The campaign published in 2022 received a lot of positive feedback and attracted a large number of old and new visitors to the Pinakothek der Moderne.

CLICK HERE FOR THE PINAKOTHEK DER MODERNE

Let’s celebrate!

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