Decode: digital art sensations

 

Art has been placed in the hands of the public to mark a brave new world of interactive exhibition at the V&A’s ‘Decode: digital art sensations’ show.

An integrated marketing campaign by digital agency Saint@RKCR/Y&R, London is supporting the exhibition,  which opens December 8,  and will make an artists out of the consumer through an interactive microsite.

The Recode campaign selected exhibitor Karsten Schmidt to create a digital artwork then created an open source platform at the site allowing visitors to rework the piece and upload the results.

Playing off the exhibition’s themes of art through digital ‘code’, ‘interactivity’ (visitors will be invited to shape displays) and ‘network’ (social connection and communication) the marketing will feature top ‘recoded’ works on display via London Underground CBS digital panels and online.

Campaign partners, media buyers Agenda21, London, are looking after social media and digital planning and have recruited 200 influencers to provide initial recoded projects and build conversations around the show.

Zaid Al-Zaidy, managing partner of Saint said: ‘There aren’t many agencies out there who are actually putting into action the new principles of marketing that planning departments all over London are preaching. This exhibition is at the cutting edge of digital creativity.’

Decode, featuring work by Schmidt, Daniel Brown and Golan Levin among others, will run at the V&A until April 11 2010. Contagious will report from the show’s opening next week.

www.vam.ac.uk/decode

 

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