People like finding out things about themselves by experience and Zulu Alpha Kilo has tapped into this to draw them to the Art Gallery of Ontario. The campaign, The Art Rate Monitor, measures each visitor’s heart rates as they view art. Each visitor can find out volumes about themself.
The aim of the campaign is to conquer the challenge of breaking through to audiences who don’t consider themselves “art people”. It demonstrates how every visitor experiences art differently and how individuals respond to different works of art and what moves them the most.
To experience the Art Rate Monitor, visitors wear a custom heart rate monitor that tracks their time in the gallery using beacon technology. At the end of the visit, they receive a personalised visualisation of how they uniquely experienced the gallery and what the data says about them. This includes their own art persona based on the artworks with which they resonated the most, colour palette preference and specific exhibition recommendations. The idea is to provide an experience that shows visitors that their gallery viewing can speak volumes.
All artworks included in the experience were categorised into personas based on human values, drivers and interests. Using a light-hearted horoscope-inspired approach, based on their unique responses to artworks in the collection, participants are matched to one of eight art personas. Each persona is characterised by a distinctive heartbeat image, inspired by design cues from art in the gallery. As an example, a visitor with The Powerhouse persona receives a visual that evokes hand carved stone and sculptural elements.
“The Art Gallery of Ontario has always believed in delivering experiences that challenge long-held beliefs and create space for new ideas to grow,” stated Kimber Slater, director of brand marketing, Art Gallery of Ontario. “We knew right away that the Art Rate Monitor was the perfect demonstration of that belief and brings some much-needed levity to an environment that can be seen as ‘stuffy’ or ‘boring.’”
“The Art Rate Monitor is an exciting way to expand the meaning of an art gallery visit. It’s so much more than an experience for your eyeballs. It’s also fascinating to understand how connected we are to the subjects, themes, history and even mediums on display,” added Jenny Glover, chief creative officer at Zulu Alpha Kilo. “We wanted to give people a sense of connectedness to the AGO, to make each visit feel personal because everyone experiences art differently.”
The Art Rate Monitor is free to visitors of all ages and is included in general admission. It can be experienced for a limited time until November 19, 2024. Paid media planned in-house at AGO leverages social and wild postings.
Credits:
Client: Art Gallery of Ontario
Client Team: Ros Lawler, Kimber Slater, Suman Chahal, Sahana Nair
PR (AGO): Laura Quinn, Andrea-Jo Wilson, Wendy So, Lexie Buchanan
Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover, Brian Murray
Chief Design Officer: Stephanie Yung Creative Director -Copywriter: Jeff Tyser
Creative Director – Art Director: Nikki Garrett
Associate Creative Director – Copywriter: Marco Buchar
Associate Creative Director – Art Director: Michael Romaniuk, Ivan Mallqui
Design Director: Jeff Watkins
Digital Design Director: Damian Simev
Account Team: Alyssa Guttman, Alexa Macdonald, Erika Dafoe
Chief Strategy Officer: Heather Segal
Executive Director, Comms Planning & Technology: Sean Bell
Strategy Team: Meredith Ferguson, Sarah Yim
Head of Media: Alicia Petralia
Campaign Manager: Tania Perales
Agency Executive Producer: Laura Dubcovsky
CGI Artist, Animator and Illustrator: Pierre Bourjo
Digital Producer: Kenneth Haz
Digital Interactive Producer: Kelly Sun
Web Developer: Kyle Collins, Jake Edwards
Interactive Technology Studio: WXM Tech
Creative Technologist: Damian Wright
Software Engineer: Dmitri Melamed
Project Manager: Sabrina Teles
Production House: Zulubot
Post-Production Company: Zulubot
Director of Post-Production and Operations: Sarah Dayus
Executive Producer: Adam Palmer
Producer: Amy Groll
Senior Post Producer: Lena Hamady
Editor and Motion Design: Bergougnou Productions
Assistant Editor: Adrian Gluvakovich
Colourist: Ryan Ruskay
Motion Design: Miguel Natividad, Diego Romero
Director: Kyle Chappell
Photographer: Can Yuksel
Audio Engineer: Noah Mroueh
Production Artists: Aron Harris, John Rodrigues
