How do you make a 227-year-old art museum hyper-relevant today?
Instead of competing with other museums or Salem tourist attractions, we positioned PEM as a real experience that’s the antidote to the never-ending social media scroll that occupies so much of all our time.
We photographed people looking up at art from PEM’s collection (instead of down at their screens). Over their eyes, we see what they’re seeing and reacting to—authentically, not with a mindless finger tap.
Coming to life across out-of-home, digital, social and in-museum experiences, the brand campaign drove a 75% surge in visitors to PEM’s website and brought new audiences into the museum.
Escape the Algorithm was recognized by Luerzer’s Archive, Indie Agency News, and the Davey Awards. StreetFight interviewed me about the thinking behind the campaign.
Also, this very nice post on LinkedIn. Aw, thanks Ruth!