playing The CiTy
Case sTuDy
The challenge
The Schirn Kunsthalle in Frankfurt is one of Europe’s most renowned art insti-
tutions and has hosted more than 180 exhibitions since 1986. Between 20
April and 6 May 2009 the Schirn Kunsthalle invited the citizens of Frankfurt
and visitors to the city to participate in and engage with art in public locations
across the city centre. No fewer than 23 international artists turned down-
town Frankfurt into a living art exhibition with a range of activities and sce-
narios that ranged from static art installations to street performances and
‘guerilla’ acts.
The Schirn Kunsthalle team wanted to run a digital campaign in parallel with
the event itself. Designed to grab attention, generate awareness and encour-
age participation in the ‘Playing the City’ exhibition, the online campaign
would need to be innovative and engaging, but without overshadowing the
artistic merit of the exhibition itself.
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