This Cheeky B to B Campaign Has No Respect for Classic Art

Revered Objects Take Back Burner to Something More 'Impressive'

By Ann-Christine Diaz. Published on Nov 22, 2016

Editor's Pick

Glass manufacturer Guardian Glass dispenses with all sense of decorum to promote its Guardian Clarity product, which purports to be nearly invisible and shows very little, if any, reflection -- which makes it the ideal barrier to promote visibility yet shield works of art from any harm from passersby at museums -- who make up part of the brand's target audience.

But the company, with the help of agency Graviz, Stockholm, drops any sort of reverence toward the pieces it can protect in a funny series of print ads, which show iconic art objects such as the first telephone, shogun warrior armor and an ivory dragon sculpture in full, unobstructed view, behind the glass.

But then the cheeky copy drives the real point home. "A milestone in the history of mankind. And behind it, some old phone," reads one ad. "A powerful, handcrafted masterpiece. And behind it a vintage costume," reads another. The final ivory sculpture ad says, "An impeccable piece of superb craftsmanship. And behind it some dragon thing."

The campaign will be running in select design, art and architecture magazines.

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Apr 22, 2016
Guardian Glass
Peter Eriksson
Art Director:
Kalle Berglind
Art Director:
Oskar Skott
Ida Jagerfelt

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