More Th>n | Content | Experiential | Influencer
They say art is for everyone, but ‘everyone’ typically refers only to humans.
But who’s to say that only we bipedal beings with opposable thumbs should be able to enjoy art?
Indeed, with dogs assuming an ever more central role in our lives isn’t it about time that art catered to them too?
Well, instead of waiting for the art world to get around to it, we did something about it by creating the world’s first contemporary art exhibition just for dogs.
And the response was phenomenal: over 250 pieces of coverage and counting from all over the world. The list of coverage is too extensive to detail here but a few highlights (and there were many) included the Times, Metro, Evening Standard, Mashable, Huffington Post, Look, CNN, Der Spiegel, Semana, GQ, El Diario, Monocle, Le Monde, The Week, Fox News, Time Out, BBC Radio London, ArtNet, Daily Mirror, Lonely Planet, PSFK, Dezeen, Slate, Bored Panda and many more.
But more than the coverage, we’re completely chuffed that our content for this story went genuinely, organically viral without a single penny of paid media behind it – truly demonstrating the power of a good story told through earned and social media .
Indeed, our video content, all fully branded and messaged, was featured on the Facebook pages of several huge media outlets, including Unilad (where it went on to hit 23.8 million views), The LadBible (3 million views) and the revered magazine New York (over 5 million views), while the MORE TH>N Youtube video hit over 145,000 organic, unpaid views. Meanwhile, on Twitter and Facebook we’ve seen in excess of 7,000 tweets and posts with a reach beyond 200,000,000.
And not forgetting the exhibition itself, which was a smash hit and thoroughly enjoyed by the hundreds of dog owners and dogs that attended the two day event.
We created the world’s first art exhibition for dogs for our client MORE TH>N Pet Insurance as part of their wider #PlayMore campaign, which encourages cat and dog owners to spend more time playing with their pets and ensuring they get the mental and physical stimulation they need for their overall wellbeing.
We commissioned British artist Dominic Wilcox to create the contemporary art installations, which included a giant dog bowl filled with 3,000 dog balls designed to look like dried food (definitely the most popular exhibit among the newly cultured canines), an open car window simulator (where dogs poked their heads through the windows of a pop-art style car and enjoyed the meaty and fishy breeze coming from an industrial fan) and a dancing water installation. Dominic also curated paintings, drawings and multimedia works for dogs that were created in a dog’s colour vision and hung at a dog’s eye level.
Each of the art exhibits on show were inspired by an activity a dog loves and were themselves designed to provide the physical and mental stimulation that comes from a dog having regular play.
A mega hit of a tactic and one we’re incredibly proud to have worked on.