Therefore it was decided to strengthen the position of Vilnius as a city full of great contemporary art. In order to invite residents and visitors to more actively visit art objects, Vilnius Municipality initiated a campaign during which free buses drove passengers on a special art route on February weekends. 17 galleries and museums joined forces together in this endeavour. We were brought in to create a communication campaign concept and identity.
Contemporary art may be viewed by some as too sophisticated or elite attraction. These preconceptions had to be refuted by creating a friendly and attractive identity for people who may not be familiar with art. Therefore we’ve set out to design a vibrant and colourful imagery throughout the campaign identity.
During the ideation process, a new phrase in Lithuanian language was coined to describe the after effects of being exposed to too much contemporary art - “Sumenėti” (rough translation would be - “to artify”). This phrase became the name and main concept of the campaign.
We decided to depict a physical “artification” as the key visual. A duality of “normal” human being and his “artified” self became an invitation to target audience to expose themselves to art. All “artified” human beings in key visuals were designed in a style of Lithuanian contemporary artitists. The pop art version of “artification” is inspired by Kęstutis Grigaliūnas, a surrealistic version by Mikalojus Povilas Vilutis and an op-art version by Kazys Varnelis.