01. Context
The Onassis Foundation’s Archive of Desire festival involved a multitude of activations inspired by the life and work of the Alexandrian poet C.P. Cavafy. The interdisciplinary festival’s program included digital art presentations, performances, short film screenings, poetry readings, literary discussions, a visual rave, and other live events.
02. Campaign
The campaign featured both digital and physical advertising media, such as subway platforms, window posters, a full page in New York magazine, LinkNYC kiosks, and a paid digital campaign. This campaign also utilized guerilla marketing techniques such as chalk stencils and projections, to reach a more targeted audience.
03. Festival
The festival summoned the creative talents of internationally established artists, such as Nick Cave, Bob Faust, Julianne Moore, Laurie Anderson, Rufus Wainwright, Robin Coste Lewis, Julie Mehretu, Juliana Huxtable, among others. From National Sawdust to Rockefeller Center to St. Mark's Church in-the-Bowery, “Archive of Desire” mesmerized and challenged the audience of New York City.
04. Partners
Under the curation of Paola Prestini and Afroditi Panagiotakou, the festival saw the collaboration between many New York institutions for the programming, such as:
05. Impact
The campaign goals were to increase brand awareness and provide a sophisticated platform to showcase artists and creatives – and create an audience to match. The brand was exposed to 40+ million impressions between our out-of-home advertising and digital marketing techniques. We increased social followings by 21.7% and engagement by 64.7% in a three month period.
40+
million impressions
21.7%
increase in social following
64.7%
increase in engagement
