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Entries include press, marketing, and donor development pieces. Could include email newsletters, viral marketing campaigns, fundraising videos, etc.
Jury Chair: Nancy Ross
Adler Planetarium
GOLD: The IMA Dashboard
Indianapolis Museum of Art
Producers said:
The goal of the IMA Dashboard is to quantify and report on areas of the museum’s activity that are of interest to museum observers and of particular interest to museum studies specialists, colleagues, and patrons. The IMA Dashboard grew out of the museum’s ongoing commitment to transparency and a desire to provide an inside perspective on operations of the Indianapolis Museum of Art (IMA). As of October 2007, it is now possible for Web visitors to get to know the IMA from the inside. The IMA Dashboard offers online visitors access to current statistics about attendance, art collections, finances and other areas important to the daily operation of the museum. Visitors can use these changing facts and figures to satisfy their curiosities and to better understand how the museum operates as a public institution with a responsibility to its community. The resource also serves as a management tool for museum staff members to measure their own performance relative to how effectively the museum is pursuing its mission.
SILVER: The Grand Tour
The National Gallery, London and Antenna Audio
Judges said:
Producers said:
The National Gallery is situated in Trafalgar Square, London, and houses one of the greatest collections of Western European painting in the world. While the Gallery has impressive visitor figures, including a large number of loyal repeat visitors, we know from research that many people don’t know about the National Gallery’s collection. We wanted to create a concept by which to provoke a reappraisal of the Gallery in the public’s mind, particularly to those who live or work in London and are within easy reach of the Gallery. Our aim was to position the National Gallery as a richly emotional and vital experience – relevant, exciting and comprehensible to all. We decided that the 18th century cultural enlightenment movement, the Grand Tour, would be reinvigorated for the 21st century with a pioneering and passionate concept. We would take reproductions of sensational works from our collection and place them outside the National Gallery building in order to create an experience in people’s everyday lives that enabled and encouraged them to engage with something that they might otherwise have ignored. For 12 weeks the streets of London were turned into a gallery as a set of 44 National Gallery paintings were hung around the streets of central London. The paintings were reproduced at full size with reproduction frames, an information label, and an accompanying cell phone audio tour that visitors could dial on-demand using their mobile phones. The information labels accompanying each painting displayed text specifically written for the project, exploring the pictures’ origins, artists and stories about them. The labels also included a telephone number that people could call to hear audio commentary about each painting. This project turned the idea of the historical Grand Tour on its head and brought it into the 21st century – instead of the public seeking out its art; the art sought out its public, interrupting their everyday lives and encouraging them to make the short journey to visit the genuine works at the National Gallery – and all of its other treasures.
BRONZE: More Than Just A Commercial
Santa Barbara Museum of Natural History
Producers said:
As any non-profit organization knows, it’s challenging to develop a TV commercial that’s creative, well-produced, cost-effective and has a shelf-life beyond a year. The Santa Barbara Museum of Natural History needed a general awareness 30-second spot that met the following objectives: Communicate that learning about natural history is fun, cool and for people of all ages; highlight the museum’s beloved permanent exhibits and/or programs; communicate that the museum’s role goes beyond its local community; produce a creative and unique spot that could have a shelf life beyond one year. This TV commercial has proven to have long legs. The Museum has been able to flight this spot for two consecutive years without losing its effectiveness. It has also been used as a video introductory statement at Museum presentations, and it’s currently a “social” media tool for YouTube. Finally this spot has also become a PR and media relations tool as a creative, quick answer for out-of-town reporters wondering what the Museum is and does. With the right production team and Museum docents, friends and staff willing to step in beyond their call of duty, a TV commercial can be created that goes beyond being just a commercial.
HONORABLE MENTION: North Carolina Museum of Natural Sciences
Space and Brain Television Spots
More 2008 Muse Award Winners
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