01. Intro
The brief
02. The challenge
The campaign
The main objective of this campaign was to attract a younger and more contemporary audience to ensure the long-term relevance and sustainability of the Gallery. The advertising strategy was based on the idea of connecting art with authentic emotions, using dance as a bridge between the artworks and the audience.
Concept
The campaign ‘The Real Moves You’ arises from a creative process that merges deep reflection on the value of art and emotions, the need to bring art closer to the youth through their passion for dance, integrating various forms of expression such as painting, sculpture, architecture, and dance to create a unique and emotive experience.
Campaign
The campaign highlights some of its most representative masterpieces, such as the mysterious White Horse by Velázquez, Caravaggio’s Salome with the Head of John the Baptist, The Archangel Saint Michael Defeating the Devil by La Roldana, or the Solomon columns. In the commercial, the architectural power of the rooms serves as a perfect stage to highlight the duality between history and modernity. In the foreground, dancers break down and reinterpret the artwork through movement and dance, much like the audience perceives and reinterprets what they observe in their own way.
Art
Art is at the core of this campaign. A renowned professional dance instructor brought the dances inspired by the artworks to life, creating aesthetically stunning artistic movements. The music was designed to evoke moments throughout the piece, connecting a small gesture that originates from one hand to the contagion with the rest of the performers.
campaña galería colecciones Reales- velazquez
campaña galería colecciones Reales- salomé
campaña galería colecciones Reales- hércules
03. Media
Press, OOH, cinema
In addition to the commercial, which can be seen in theaters, and the five graphic pieces, the campaign included elements in press, radio, outdoor advertising, and digital media.
Campaña Galería de las Colecciones Reales – Aeropuerto
Campaña Galería de las Colecciones Reales- Aeropuerto
Campaña Galería de las Colecciones Reales- Prensa
Campaña Galería de las Colecciones Reales – Buses