Some things have to be straight.
THE MUNCH MUSEUM
The Munch Museum in Oslo proudly supports the LGBTQ+ community and has hosted multiple queer events and festivals in their venue in Sørenga. This year, they aimed to undertake a unique initiative to express their ongoing support for the LGBTQ+ community. SULT came up with the idea of a public stunt targeting Gen Z.
In the weeks before the stunt, we advertised that the Munch Museum would have no entrance fee for the whole first week of June. Posters were hung on poles, buses, and trains all over Oslo city centre. On the posters, there was a QR code that added the event to your calendar when you scanned it.
Scan me!
On social media, we posted one post every day for ten days, counting down to the "free entrance week" - which, in fact, was something else.
People flocked to the museum when it was finally time for "Free Entrance Week". What the visitors did not know was that they would be met with an unusual sight when they entered the exhibition: none of the art pieces hung straight.
The visitors were confused and very curious about what was going on. They shared pictures of the stunt on social media.
The exhibition at the Munch Museum is designed so that the visitors start at the ground floor and work themselves up, floor by floor, throughout the exhibition. When the visitors made it up to the last floor, a short message that would put all the pieces together awaited them:
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"Some things have to be straight. People don't." followed by their logo in the colours of the rainbow. Simple, but effective - and the visitors loved it.
The act of skewing the art goes beyond supporting LGBTQ+ causes; it's an innovative disruption of conventional perspectives, paying homage to Edvard Munch's non-conformist spirit.
The visitors had to engage more deeply with the artworks, looking at them in a new way. The stunt sparks conversations about societal acceptance and evolving art appreciation.
As the museum could neither keep the tickets free nor have its art hung crookedly for a long time, SULT created this video ad to prolong the campaign's lifespan, improving its ability to reinforce brand recall and recognition.
