FoMoMA
The Museum of Modern Art
THE ASK
> MoMA needed a campaign that invited art lovers to become members.
> MoMA needed a campaign that invited art lovers to become members.
MY HYPERFIXATION
> Modern Art lovers adore being in the know of all things creative - so they’re especially prone to FOMO.
> Modern Art lovers adore being in the know of all things creative - so they’re especially prone to FOMO.
THE MESSAGE
> MoMA presents the most devastating form of FOMO for an art lover - FoMoMA. Luckily enough, they also have the remedy: the MoMA membership.
> MoMA presents the most devastating form of FOMO for an art lover - FoMoMA. Luckily enough, they also have the remedy: the MoMA membership.
PHASE 1
> First, we create the problem. Series of billboards with just “FoMo?” and then two weeks later, “FoMoMA”
> Then, we amp up with more OOH and introduce provocative headlines.
> These headlines go over to flood MoMA’s social media.
PHASE 2
> MoMA will host the hottest member-only art events going on in the city. Current members will get a cryptic poem notification as an invite to the event.
> We’ll only talk about it after it happens. You just had to be there to get it.
Art Director - Stella Ramirez
Copywriter - Cecilia Gamo Castellanos
Strategist - Valentina Preciado Bello
Copywriter - Cecilia Gamo Castellanos
Strategist - Valentina Preciado Bello