The Detroit Institute of Arts is the cultural gem of Detroit. The DIA's collection is one of the top six in the United States. I collaborated with Chantel Coté on this campaign.
The Problem
During the Detroit bankruptcy, the art at the DIA was considered city assets and at risk, unless they could raise $500 million to protect it. Every piece of art belongs to the people of Detroit. And just like a soldier will never leave behind a fallen comrade, each Detroit (whether Proper or Metro) was called upon to do their part to make sure their art did not become a casualty of a heartless, financial war.
The Solution
No Art Left Behind — A 360° campaign to save the art.
PRINT
It started with a series of print ads that aggressively scared readers with images of empty galleries and copy that demanded a sense of urgency.
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/cd4ccfb2-03f5-4701-9003-81aa7358eb20_rw_1200.jpeg?h=16f3789cc7bf6f071593649d90f236df)
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/6cb7e9e5-f425-4ea1-b933-700e07af60bf_rw_1200.jpeg?h=fd4cb8c98b4a2241ea3b6b2a5ecd01b1)
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/ce07916c-6ec1-42b0-aec6-afad1e01d661_rw_1200.jpeg?h=08aab56300a779ebba860f72797db0f0)
DIRECT MAIL
Direct mail pieces that resembled empty frames were sent right to their doorstep.
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/7057ac04-d2d4-4492-b426-7c3eb9b2faad_rw_600.png?h=8fc05feeeaecf58f2f7162ded97ebd0f)
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/e338406a-f18d-4ac2-b096-983352fc4c2a_rw_600.png?h=96450a5bc9a40be293a9f9765f7579d9)
OUTDOOR
On the highways, drivers were bombarded with tortured art, including Can Gogh's self portrait hanging from concrete gallows.
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/caab14ff-c655-493b-9583-b011577db523_rw_1200.jpeg?h=3335838b5fd79caa8021776210fa1734)
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/45a1aa90-55c5-4dae-827b-ccee8b9243ac_rw_1200.jpeg?h=ec52dcc7df0f84a03862d017aa45b06c)
MICROSITE
Along with instructions on donating, the microsite included info on a groundbreaking event, called the anti-auction.
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/4898d0a8-a36a-4a0a-b487-f092ff3e3a10_rw_1200.jpeg?h=12366a10505f46ad1bfeffe457db5385)
EVENT
The anti-auction was a strolling dinner where patrons outbid each other to become sponsors for different art pieces.
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/65fd5b8b-be89-4652-adda-843fe095c172_rw_1200.jpeg?h=1eb1a9432eee71bec3aadad277fbe2c9)
![](https://cdn.myportfolio.com/376f6219-bf53-4a49-890b-56f496261348/a0dbe51e-a215-4f7f-a9c5-c3fa9b90e7d4_rw_1200.jpeg?h=d2d219458139fc1040c8c5afc27d5e46)