Established in 1987, Epica is the only prize in the area of creativity judged and awarded by journalists who work for marketing and communications magazines worldwide. This year’s Epica Gold winner for the Innovation Category goes to Art Institute of Chicago “Van Gogh BnB” by Leo Burnett in Chicago.
The Art Institute of Chicago, wanting to creatively and strategically market their new Van Gogh’s Bedroom exhibit, followed the innovative recommendation of Leo Burnett agency. By transforming an actual Chicago apartment into an exact replica of Van Gogh’s cherished painting, and making it available to rent on Air BnB for a mere $10/night, Van Gogh admirers were escorted beyond a mere wall hanging and over the threshold to the artist’s private world. Not only does the AirBnB account make this amazing overnight experience available, it also serves as advertising for the Institute, pointing interested clients toward ticket purchases for the Van Gogh’s Bedrooms exhibit.
It's a great example of "inside the box" thinking.
The outcome was nothing but astounding. The Art Institute’s sales went up 250% with 200,000 visitors and counting. Van Gogh’s Bedrooms now stands as the largest attended exhibit at the Institute in 15 years. And it serves as a reminder that no product is too outdated to benefit from the world of innovation.