Henri de Toulouse-Lautrec’s art has captivated the world for decades. His immersion into the theatrical and decadent nightlife of 19th century Paris influenced his creation of a wealth of prominent and iconic works. To celebrate these works, an exhibit called Toulouse-Lautrec & His World has come to America for the first time, and the Washington Pavilion in Sioux Falls is one of only four stops around the country. ADwërks was honored to have the opportunity to promote it.
Since we knew the exhibit would appeal to a diverse group of people, we created and implemented an extensive marketing campaign that’s sure to reach everyone.
Accompanied by 19th century cabaret music, images of some of Toulouse-Lautrec’s most recognizable pieces transition from one to the next as a French woman’s sultry voice communicates the message.
Taken from real quotes from art critics of the time, the radio spot features two cynical French men scrutinizing Toulouse-Lautrec’s work. But hearing their rants today, they actually provide us with an accurate description of his art. What some may have considered Toulouse-Lautrec’s flaws during his time, we view as his strengths today.
This is one of four animated GIF ads we created. They resemble the same look as the TV spot. To replay, just click it.
Since a good portion of our target audience frequents downtown Sioux Falls, we created posters that were displayed in the windows of downtown shops.
Additionally, we created some print ads and a billboard to help get the word out.
The exhibit will take place January 25th through June 8th, and will be held in the Everist Gallery of the Visual Arts Center at the Washington Pavilion. It will feature 150 of Toulouse-Lautrec’s original works, including 12 of his famous posters and 35 sketches. If you enjoy art even just a little bit, you’ll definitely want to take advantage of this once in a lifetime opportunity to witness Toulouse-Lautrec’s work firsthand.