The Metropolitan Museum of Art is one of the world’s largest encyclopedic art museums with artworks spanning more than 5,000 years from all corners of the globe. They wanted to convey the breadth and multi-cultural richness of their collection to local New Yorkers and tourists alike. The notion of the Met as a passport a visitor can use to travel around the world and throughout time, is a position the Met can own uniquely.
Inspired by the diversity in the Met’s own collection and of their visitors, we approached the campaign with a dual focus: the Met brings cultures together, and the art itself transports visitors to various worlds throughout space and time. The goal was to get people excited about how far they can “travel” – right here in New York – just by visiting the Met.
The headline, “One Met. Many Worlds.” conveyed the notion of a journey. We joined the headline with a series of bold art pairings from the Museum’s collection to show vastly different cultures with a visual connection or similarity. “Where will the Met take you?” was added to inspire excitement and wonder, and invite audiences to engage whether in person or online. The headline was translated into different languages as a supplemental campaign element to speak to foreign visitors and position the Met as a truly global museum.
The campaign featured extensive use of outdoor advertising, such as city bus sides, tourist double decker bus wraps, subway platform posters, and unique placements, such as painted building walls along the High Line Park in Chelsea, which generated buzz online via social media channels. The campaign also became the basis of the design for the Met’s signature shopping bags and the plaza construction site.