“We liked #ArtToThePeople for how it sounds but also for its content,” explained Luca Scotto di Carlo, “because contemporary art must be made accessible, it somehow has to reach people. This is what makes the Hangar special: it is a vast space, with an incredible visual impact, that paradoxically reduces the distance between the art object and the viewer. With our campaign we wanted to explain why you should go to an art exhibition”. So, another ad created for the campaign shows an installation by Anselm Kiefer “Seven Heavenly Places”, seven towers ranging from 14 and 18 metres in height, soaring towards the sky. The caption reads, “Here, you’ll need a telescope to admire art”.
The museum becomes a territory, a landscape to get lost in, to explore and experience. “Starting with this idea – Luca Scotto di Carlo continues – we decided to express it as practically as possible”. And to do so, they drew from direct experience by visiting Pirelli HangarBicocca many times. “Our approach to the campaign was the same as that of the visitors,” said Vincenzo Gasbarro. “Usually campaigns for art galleries or big fashion labels are not very creative, instead focusing communication on the work, or the clothes.”