Bonnie & Clyde in Art
Kunst Stroschein Kommunikation has designed an imaginative campaign for the Tinguely Museum.
Kunst Stroschein Kommunikation has created an imaginative campaign for the Museum Tinguely. "Museums are not really exciting very often and advertising for exhibitions in museums is even rarer," says Ann-Margit Stroschein from the communications agency of the same name in Basel. Either too much respect stands in the way of the advertisers. Often it is also because the budget is too small. Or the creatives are hindered by "overly stubborn curators and art historians". The "Bonnie & Clyde in Art: Niki & Jean" campaign has not had to overcome any of these barriers. The Tinguely Museum in Basel is also generally a little livelier, which is simply owed to the patron.
This museum is different: it rattles, squeaks, crashes and puffs. Colorful scrap rotates, lamps in all colors flash. Liveliness, laughter, amazement, discovery in a place that sets the senses in motion and where art comes to the viewer. The exhibition celebrating the tenth anniversary of the museum is all the more so: For the first time, the explosive artistic and romantic relationship between Jean Tinguely and Niki de Saint Phalle has been explored in an exhibition.
The highlight of Niki and Jean's life is their intensive artistic collaboration. Each is sometimes collaborator, sometimes advisor to the other, instigator and co-creator: Tinguely often assists Niki with technical support, while Niki spurs Jean on with creative ideas: "You could add a few feathers ..."
Both artists maintained a lively correspondence throughout their lives. These letters reveal the intensity of their relationship, but also the friendships that connected them with others. The exhibition is dedicated to the individual and joint life and work of Niki de Saint Phalle (1930-2002) and Jean Tinguely (1925-1991). It celebrates the "Bonnie and Clyde of art", as both artists were introduced by a TV presenter in the United States in 1962.
"Niki & Jean, l'Art et l'Amour" is a joint project of the Sprengel Museum Hannover and the Tinguely Museum Basel, with the support of the Niki Charitable Art Foundation San Diego.
Museum director Guido Magnaguagno and curator Andres Pardey also chose "a battle-hardened team" for the communication, as they put it: Ann-Margit Stroschein and Urs Eberhardt from Stroschein Kommunikation were both previously the chief creatives at the Cash advertising agency.
They convinced the museum with an unconventional proposal: the explosive presentation of photos, joint works, happenings, love letters and jokes of all kinds from Niki and Jean are presented as if in a movie. Bonnie & Clyde, simply in art.
Instead of the classically dignified and boring F4 culture poster, four different graphic designers were allowed to create a total of six different motifs based on the commercial cinema look. And, of course, the cinematic advertising idea also goes into the cinema itself: Absolutturnus distilled an exciting 30-second clip from endless hours of film and TV footage shot about Niki and Jean in the 1960s.
The message was well received by the cultural editors and a large crowd at the vernissage. After just three days, the posters for the sold-out museum store had to be reprinted.
Andreas Panzeri
This museum is different: it rattles, squeaks, crashes and puffs. Colorful scrap rotates, lamps in all colors flash. Liveliness, laughter, amazement, discovery in a place that sets the senses in motion and where art comes to the viewer. The exhibition celebrating the tenth anniversary of the museum is all the more so: For the first time, the explosive artistic and romantic relationship between Jean Tinguely and Niki de Saint Phalle has been explored in an exhibition.
The highlight of Niki and Jean's life is their intensive artistic collaboration. Each is sometimes collaborator, sometimes advisor to the other, instigator and co-creator: Tinguely often assists Niki with technical support, while Niki spurs Jean on with creative ideas: "You could add a few feathers ..."
Both artists maintained a lively correspondence throughout their lives. These letters reveal the intensity of their relationship, but also the friendships that connected them with others. The exhibition is dedicated to the individual and joint life and work of Niki de Saint Phalle (1930-2002) and Jean Tinguely (1925-1991). It celebrates the "Bonnie and Clyde of art", as both artists were introduced by a TV presenter in the United States in 1962.
"Niki & Jean, l'Art et l'Amour" is a joint project of the Sprengel Museum Hannover and the Tinguely Museum Basel, with the support of the Niki Charitable Art Foundation San Diego.
Museum director Guido Magnaguagno and curator Andres Pardey also chose "a battle-hardened team" for the communication, as they put it: Ann-Margit Stroschein and Urs Eberhardt from Stroschein Kommunikation were both previously the chief creatives at the Cash advertising agency.
They convinced the museum with an unconventional proposal: the explosive presentation of photos, joint works, happenings, love letters and jokes of all kinds from Niki and Jean are presented as if in a movie. Bonnie & Clyde, simply in art.
Instead of the classically dignified and boring F4 culture poster, four different graphic designers were allowed to create a total of six different motifs based on the commercial cinema look. And, of course, the cinematic advertising idea also goes into the cinema itself: Absolutturnus distilled an exciting 30-second clip from endless hours of film and TV footage shot about Niki and Jean in the 1960s.
The message was well received by the cultural editors and a large crowd at the vernissage. After just three days, the posters for the sold-out museum store had to be reprinted.
Andreas Panzeri
