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Christie's - The Last da Vinci

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
In 2017, Christie’s announced that the last privately owned Leonardo da Vinci painting was to be auctioned. It needed to make the sale of the Salvator Mundi a sensation, and the first step was a name that implied urgency: the Last da Vinci. Then, rather than market the sale privately, the auction house spoke publicly about what the work meant to the public. Hidden cameras below the work captured real-life reactions, which were shared on social media. A record $450.3 million sale ensued.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Sectors > Leisure
D&AD 2018
Wood Pencil PR
Integrated Campaign
The One Show 2018
Silver Pencil Direct Marketing
Digital / Social Media & Viral Marketing - Single
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