Challenge: In 2007, the Vancouver Art Gallery commissioned Kaldor to craft a campaign of marketing collateral and advertising material, including passes and posters, banners and billboards, for their Monet to Dali exhibition.
Our Thinking: With works by modern masters like Monet, Dali, Courbet, Cezanne, Van Gogh, Renoir and Picasso, we understood that the sheer number of big-name artists would be the immediate selling point of this exhibition. We applied a “100 years, 80 works, 1 gallery” concept to all pieces that proved to be compelling and practical enough to implement across other Monet to Dali-related projects like the exhibition space design (including wall treatments and paint colours) and merchandise (including t-shirts, buttons, totes, mugs and mousepads).
Results: Monet to Dali is a blockbuster unlike the Vancouver Art Gallery has ever seen before. Since its debut in June 2007, 220,000 gallery goers have flocked to the exhibition, which is more than double its previous record summer attendance in 2006. Read more
