Reinvigorating our local artistic economy Awareness cam
Reinvigorating our local artistic economy Awareness cam
The art world was hit hard by the pandemic, with the closure of museums, galleries and the cancellation of cultural events leading to financial instability. Recognizing the need to reinvigorate the industry, the Contemporary Art Galleries Association (AGAC), the Conseil des métiers d'art du Québec (CMAQ), and the Quebec Ministry of Culture and Communications came together to support local talent. The campaign aimed to bring together the diverse artistic world represented by AGAC and its galleries, specializing in visual arts, and CMAQ, representing artisans and makers, to create a unified front.
CLIENT- AGAC + CMAQ + Quebec Ministry of Culture and Communications
AGENCY- Republik 2021
RoLE - Art direction
INSIGHTArt goes beyond mere beauty; it has the power to heal. Despite the numerous benefits art can bring to our daily lives, such as stirring our emotions and sparking our imagination, its impact is often undervalued. Inaccessibility to visual arts can result in an intangible void, which can be difficult to recognize for many. It is this realization that Republik sought to emphasize at the core of this joint campaign.
SOLUTIONA creative platform to raise awareness of the void in our lives and the power of art to fill it.
Our campaign brings attention to the lack of art by visualizing the physical emptiness left by a missing artwork, urging viewers to visit AGAC and CMAQ-organized galleries and events to fill the void in their lives with locally created art. This versatile french slogan Ça manque d’art d’ici, ici(It’s missing art from here, here) highlights all the public or intimate places where art is missing from our lives without us realizing it. Here, it's the buffet in our living room, the wall in our bedroom, but also in front of our eyes, in our hands, in our head, and in our heart. Here, it's everywhere.
The TV commercials were filmed in pristine, white, and empty homes, to create that feeling like something is missing and accompanied by our a line that framed the emptiness. The media rollout was divided into two phases. In the first phase, we highlighted missing objects and art, while in the second phase, we presented the art with a call to action to attend various events and visit platforms. On the brands' platforms, the campaign was adapted to the social media environment through a series of "collectible tips" that aimed to demystify contemporary art in a straightforward, approachable, and memorable manner.
In this spot is Karine Vanasse, a famous French-Canadian actress and AGAC’s spokesperson
With the Collection app integrated within Instagram, users are invited to try out an innovative filter. This filter aims to inspire and empower those who aspire to incorporate contemporary art into their daily lives.
“After a difficult year marked by the pandemic, the campaign #retrouvezlartdici came at a crucial moment to help shine a spotlight on galeries and their artists. While giving audiences incentive to surround themselves with art, the campaign invited people to rediscover our yearly event, the contemporary art fair Papier. With an eye-catching and elegant visual concept, Republik brought a touch of magic to our brand initiatives and helped us showcase local art.”
— Simone Rochon, Communications manager, AGAC
FULL CREDITS
Group Creative Director: Marie-Eve Best
Associate Creative Director, Design: Anne-Marie Brouillette
Associate Creative Director, Copy: François-Olivier Thibault
Art Direction: Anne-Marie Brouillette
Graphic Design: PIerrick Barféty
Copywriting: François-Olivier Thibault, Mélodie Karama
Content writer: Élisabeth Labelle
Account Director: Marie-Hélène Leclerc
Strategy: Arnaud Molle
Media: Guylaine Racine - Challenge média
Ideation: Hamie Robitaille
Production: Patrick Francke-Sirois - Casadels Films
Director: Alexis Chartrand - Casadels Films