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Kunsthaus zurich

Steal Marina’s Artwork

Kunsthaus Zurich calls for art theft: The activation campaign officially calls on art fans from around the world to steal the artworks of one of the most influential and famous artists of our time. Tutorials for three of Abramović's most well-known performances are meant to facilitate the art theft with the artist's endorsement. These instructions are at the core of the activation campaign.

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Case study

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Art theft tutorials

The centrepiece of this integrated activation campaign consists of lovingly crafted theft tutorials that show step by step how to steal the most famous art performances by world star Marina Abramović and experience them for yourself. These animated instructions activated the audience via all digital and social media channels (Instagram, TikTok and YouTube, etc.). Users are encouraged to film themselves interpreting the performances and to post them publicly.

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The guardian

“Why a thief may have made a masterpiece.”

The campaign was also flanked by classic channels such as (D)OOH, print ads and merchandise.

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awards

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best of swiss web Award

1 Silver, 1 Bronze, 1 Shortlist

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Credits

Adrian Merz (Executive Creative Director), Thomas Berger (Design Director), Michael Messer (Copywriter), Michelle Müntener (Content Creator & Illustration), Jacqueline Willimann (Senior Account Manager), Daniel Zuberbühler (Managing Partner), Florian Beck (Chief Creative Officer), Luca Zurfluh (Edit & Animationen), Reto Hüttenmoser (Animationen)