Dancing Around Duchamp Season Campaign
THE BARBICAN CENTRE, LONDON
Chris Condron and I met at W+K London in 2011 and set up DISARM over a year later. This was our second pitch, and although we were up against two of the largest UK agencies, we still managed to win. Thanks to our strategy, design and a fresh approach to mainly attract a new younger audience to one of the UK's most prestigious art centres.
Barbican's existing members and many exhibition-goers are accustomed to their familiar iconic marketing design - which in turn tends to alienate everyone else who does not share the same appreciation of the Barbican, the artist, or the event that's on show. Once we passed the first hurdle, what followed was an intense few months of learning everything about Marcel Duchamp and the Dada movement, to the point of tracking down people who have worked with him, interviewed him and produced a documentary about him. The idea was to get people to stop, and look at these posters and create a conversation with themselves and others once they had witnessed the tease campaign.
I was so amazed at the work of these artists, that I couldn't possibly put our own words on their work - so the idea was born to use their own quotes that matched their images and created enough intrigue.
At the bottom of each poster was a URL pointing towards a website we created. The website was as cryptic as the original posters themselves. A series of clips from unseen and old archive footage, interviews with all the protagonists, and a single straightforward interaction - hit the spacebar to change 'channels'. Each piece of the film brought you closer to the whole experience and gave you enough information about the artists and the ideology of the DADA movement and the importance of Duchamp.