MoMA campaign
Gretel’s new campaign for MoMA captures the experience of discovering something new in the galleries with every visit, and at every turn.
Responses by Simon Chong, creative director and Galla Barrett, senior strategist, Gretel
Background: Our job was to build a campaign framework that draws attention to the seasonal moments of change in the collection galleries at The Museum of Modern Art, or MoMA. It needed to reflect the new behavior of the institution, essentially a new curation strategy rooted in opening up the collection to show more of the 20,000 plus works and broaden the narratives they tell. Part of the intent behind this strategy was to draw in New Yorkers and members of the museum, who typically don’t visit the museum as frequently because they’ve assumed that they’ve seen it all.