Leo Burnett Chicago's Van Gogh's Bedrooms exhibit for the Art Institute of Chicago has won the Grand Prix for Creative Effectiveness at Cannes. The buzzworthy effort, which was included in Creativity's top 10 picks of 2016, gave people the chance to rent a reproduction of Vincent van Gogh's bedroom for a night, driving huge visitor gains.
Jury president Jonathan Mildenhall praised the effort for using creativity to introduce a broader and younger demographic to the art institute. The Van Gogh campaign lured 133,000 visitors in incremental attendance, driving $2 million in incremental revenue, Mildenhall said.
Read more about the judging over at AdAge.com.
The Art Institute of Chicago, together with Leo Burnett, created a livable, 3D replica of his "Bedroom in Arles" painting and posted it on Airbnb for $10 a night, promoting its "Van Gogh's Bedrooms" show, which opens Sunday. The Institute is showing the artist's three paintings of his bedroom in Southern France together for the first time in North America.
The listing reads: "This room will make you feel like you're living in a painting. It's decorated in a Post-Impressionist style, reminiscent of Southern France and times gone by. Its furniture, bright colors, and artwork will give you the experience of a lifetime."
The notes from the "host" read "I'm charging $10 for no other reason than that I need to buy paint. However, I will be happy to provide you with tickets to my exhibition at the Art Institute of Chicago."
However, you're not quite immersing yourself in 19th-century Arles. The 21st-century version of the bedroom boasts TV, air conditioning and Wi-Fi.