The Cellphone Coat Check
(National Advertising Challenge Winner - Bronze)
The Ask:
Create a PSA targetting anyone with a smartphone to practice better phone etiquette in public spaces.
Insight:
Most people don’t know how to deal with art in galleries/museums, so they take photos which can interfere with others’ viewing experience.
Big Idea:
Create a PSA targetting anyone with a smartphone to practice better phone etiquette in public spaces.
Insight:
Most people don’t know how to deal with art in galleries/museums, so they take photos which can interfere with others’ viewing experience.
Big Idea:
AGO: coat check your phone to unlock exclusive exhibitions.
Step 1:
Go to the coat check area in the AGO, our employee will ask you if you also want to coat check your cellphone.
Go to the coat check area in the AGO, our employee will ask you if you also want to coat check your cellphone.
Step 2:
If you decide to coat check your phone, you’ll be given a special ticket to unlock an exclusive experience in the AGO.
If you decide to coat check your phone, you’ll be given a special ticket to unlock an exclusive experience in the AGO.
Step 3 -- The exclusive experience:
A new space called “The Phoneless Gallery” will be presented in the AGO.
This gallery allows people to see art for art itself instead of as a photo on their phone. Also, without the distraction of the phone, there’s more time for people to truly connect with and feel the art. To encourage this connection, a guide will be present to walk people through the exhibition, and there will be self-guided tour brochures available at the entrance.
Self-guided tour brochure:
Unlike other gallery catalogues which only introduce artists and their works, the self-guided brochure focuses on the viewers’ perspective and aims to help them connect with art.
AD:
Lina Zhu
Lina Zhu