Secrets Behind Paintings

Sukiennice Museum, a gallery of 19th century Polish art at Poland’s National Museum in Kraków, has won Grand Prix for Direct Marketing at the Golden Drum Awards. The “Secret Behind Paintings” campaign was designed to engage a young audience when the museum opened after a complete renovation. “New Sukiennice”, an augmented reality app, brought paintings to life and showed their stories, showing short films with heroes emerging from the paintings. The app was part of an integrated campaign, including billboards, social networking and e-cards.

Sukiennice Museum Secrets Behind Paintings

Click on the image below to play the 1st case study video.

Click on the image below to play the 2nd case study video.

Outdoor advertising for the museum features characters from the exhibition on billboards, inviting passersby to connect on social media. General Henryk Dembinski asks us to send an SMS. The heroine of the Wladyslaw Podkowiński painting, “Szał uniesień” (Ecstasy), beckons: “Call me”. Helena Modjeska (Modrzejewska) says “Find me on Facebook”. Those who respond to the invitation are sent short stories related to the painting.

Sukiennice Museum Deminski Billboard

Sukiennice Museum Ecstasy Billboard

Sukiennice Museum Modrzejewska Billboard

Visitors to the museum can use touch tablets in the museum’s halls to send e-cards to friends. Every tenth message sent in this way becomes a free ticket to the exhibition.

Sukiennice Museum E-Cards


The Secrets Behind Paintings campaign was developed at Leo Burnett Poland, Warsaw, by creative director Heinze Iwinski, art director Krzysztof Iwinski, copywriter Pawel Heinze, head of digital Sebastian Oszczepalinski.

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