Best Ad Campaigns Leveraging Art Masterpieces
Art has always been a compelling way to tell stories and connect with people. Recently, some of the most exciting ad campaigns have taken this to the next level by using iconic art masterpieces in fresh and imaginative ways. Here's a look at some that made a big impact.
1. Dutch Masterjuices by Philips
People aren’t getting enough fruits and veggies, and it’s a serious health issue. Philips, believing there’s always a way to improve life, teamed up with The Rijksmuseum to change that. The campaign cheekily "stole" the fruit depicted in classic still-life paintings and threw them into a Philips blender. The result? Fun social films that encouraged people to make their own "healthy dose of art" at home with smoothies.
Why it works: By turning health into an art form, Philips made eating fruits and vegetables fun and engaging. The playful twist on classic masterpieces grabbed attention, making healthy choices feel creative and accessible.
2. Touching Masterpieces by NeuroDigital
NeuroDigital partnered with Geometry to make famous artworks accessible to the visually impaired through their "Touching Masterpieces" campaign. The 2018 initiative used haptic feedback gloves, allowing blind people to “see” iconic sculptures like Michelangelo's "David."
Why it works: The campaign created a moving and inclusive experience, using technology to make art accessible to everyone. It successfully bridged the gap between accessibility and culture, generating a positive buzz while highlighting the brand's commitment to social good.
3. Endless Possibilities by Getty Images
Getty Images' "Endless Possibilities" campaign took a fresh approach to its vast collection by reimagining historical portraits with diverse and unconventional looks. The 2018 campaign challenged conventional narratives and showcased the endless ways to view the world.
Why it works: By playing with iconic images, Getty Images sparked conversations and positioned itself as a leader in creative diversity. The campaign was visually bold and thought-provoking, making Getty more than just a stock photo provider.
4. The Artois Probability by Stella Artois
"The Artois Probability," created by Gut, mixed art history with data to calculate the likelihood that beers in famous paintings were actually Stella Artois. This quirky use of data science became an entertaining storytelling tool, generating over 7.28 million impressions and winning the Grand Prix in the Creative Data Lions.
Why it works: The campaign used data in a fun way, engaging audiences while highlighting Stella Artois' heritage. As Sukesh Nayak from Ogilvy put it, “Data can be so much fun, and this was beautifully presented.” The unique concept reinforced the brand’s history and brought it to life in a memorable way.
5. Expanding Horizons by Expedia
Expedia's "Expanding Horizons", created by Scholz & Friends (2020), creatively transformed iconic art masterpieces into immersive 360-degree experiences, inviting viewers to explore and book holidays to the depicted destinations. The campaign used a blend of art, technology, and travel to captivate spectators by recreating famous scenes, such as Van Gogh’s "Starry Night" or Monet’s "Water Lilies," in a virtual reality setting. This allowed viewers to feel as though they were stepping directly into these artworks, experiencing the destination in a new, imaginative way.
Why it works: The campaign succeeds by targeting viewers when they are already engaged and inspired, creating an emotional connection to the destination. By leveraging art's power to evoke emotions, Expedia taps into the desire to explore and discover new places. The seamless transition from viewing to booking simplifies decision-making, making it easier for people to turn their interests into travel plans.
6. #16thCenturyLifeExpectancy by UK Black Pride
UK Black Pride wanted to extend its impact beyond its annual festival by highlighting the real experiences of the UK's Black LGBTQIA+ community. The goal? To tackle harmful misinformation with empathy and truth.
Why it works: The campaign took on the damaging myth that Black trans women have a life expectancy of just 35 years—a statistic that was taken out of context from a report on homicide victims in parts of Latin America. To expose the absurdity of this misinformation, UK Black Pride and McCann compared it to life in the 16th century, when people died young from diseases like the Black Death. This bold approach turned a bleak statistic into a conversation starter, helping debunk falsehoods and promoting a more accurate understanding of the community's challenge.
7. Masterpiece Bios by Tinder
Tinder's "Masterpiece Bios" campaign highlighted the importance of creating a compelling bio in online dating. The campaign featured humorous mock profiles for classic portraits, such as Leonardo Da Vinci's "Mona Lisa" and Vermeer's "Girl with a Pearl Earring," to demonstrate that a profile was more than just a picture; it was an opportunity to showcase one's personality. By encouraging singles to think of their bios as masterpieces, Tinder emphasised that what a profile said was just as important as how it looked. Leveraging research that showed poor grammar, spelling, and generic lists turned off many users, Tinder aimed to inspire people to write concise, genuine profiles that revealed their true selves and stood out.
Why it works: The campaign combined humour with valuable insights, making it relatable and engaging for Tinder's target audience. The clever use of metaphor, comparing dating profiles to iconic masterpieces, helped convey the importance of a well-crafted bio in a memorable way. By providing specific tips based on user preferences, Tinder positioned itself as a helpful guide in the dating process, enhancing user engagement and increasing the likelihood of meaningful matches.
8. Get Out There by EasyJet
EasyJet’s "Get Out There" campaign, created by VCCP in 2023, gave a playful twist to famous artworks, imagining them on holiday. Art pieces like "The Birth of Venus" were humorously reimagined as enjoying travel destinations, encouraging people to break free from everyday life.
Why it works: The campaign cleverly leveraged one of the most effective advertising perspectives: a protagonist most in need of the brand. And in this case, who needs a break more than the iconic figures in masterpieces who have been stuck in the same place for decades? By leveraging a clever perspective, EasyJet positioned itself as the airline for spontaneous getaways, using humour and creativity to inspire people to explore.
9. The Drama of Buying a Home by Zillow
Zillow’s "The Drama of Buying a Home," created by Mother, captured the emotional rollercoaster of New York property buyers with unique works of art. Each step of the home-buying process was illustrated in a different art style, reflecting the ups and downs buyers face.
Why it works: By transforming the stress of home-buying into a series of engaging artworks, Zillow connected emotionally with its audience and positioned itself as a supportive partner on this stressful journey.
10. The Art of Hack by Samsung
In 2023, with inflation soaring and wages stagnating, the Spanish middle class had to focus more on price than quality. At the same time, Samsung was launching its new premium TV models, including The Frame, in a market seeing double-digit sales declines. To overcome this challenge, Samsung devised a clever plan: position The Frame not just as a TV but as art.
Why it works: The campaign, "The Art of Hack," took advantage of a Spanish tax rule where art is taxed at just 10% VAT compared to 21% for electronics. Since The Frame is designed like a picture frame and displays over 1,600 artworks in standby mode, Samsung cheekily promoted it as a piece of art, not just a television. Through the website www.theartofhack.es, users could create or upload their own drawings to classify their purchase as "art" and enjoy an 11% discount.
This sneaky play on tax rules resonated with Spanish consumers, who loved the cheek of it. The campaign went viral, racking up 2.8 million views across national TV and radio, driving a 400% increase in website visits, and boosting sales for The Frame by 55%—reaching a third of the previous year's total in just one month. By turning a tax loophole into a fun and engaging campaign, Samsung made The Frame not just a luxury but a smart, accessible choice
Summary
By reimagining art masterpieces and how we interact with them, these campaigns went beyond just looking good—they sparked conversations, provoked thought, and made brands memorable in entirely new ways. When creativity meets culture, the result is nothing short of a masterpiece.
