Creativity in Public Relations

I love this one.  I first heard about it toward the end of last year but it was just starting up so I was thrilled to check back today and see that the campaign has ended and was a success.  The premise is simple – we love simple ideas – 15 artists were asked to select their favourite phrase to be placed on a t-shirt for an art installation at the Museum of Contemporary Art in Denmark.   Twenty t-shirts were made of each design, so a total of 300 t-shirts were part of the exhibit.

Now the fun part.  The t-shirts are actually for sale to anyone who comes to the exhibit.  The only catch is that each person must provide some basic personal information in the form of their name and address.  The information is used to geo-tag each t-shirt, seeing where each has a new home across Denmark and the rest of Europe.  At the museum there is a slowly dwindling wall of the t-shirts for sale but a ever-growing visual map projected on the wall, showing the viral spread of the t-shirts.  At home people are able to check out the site and see who bought a t-shirt like them, a type of human connection established (but no one contacts anyone, so nothing creepy is happening).

Learnings from this one – what viral tracking element can you add to your campaign to create a natural way to bring people together online, establishing some type of feeling of belonging for all?  Read all about the campaign on the art installation’s website.  One of those “why didn’t I think of that” campaigns.