KAFFEINE / Arts & Culture, Lifestyle, Placemaking

Innovative Outdoor launches Amy Winehouse exhibition at the Design Museum

15 October 2021

Think of outdoor advertising and road, train or underground posters spring to mind. But outdoor can be significantly more interesting and creative providing brands with greater amplification than your average roadside.

We’ve been working with the Design Museum and Serpentine Galleries to execute outdoor in fresh new ways for both brands.

The Design Museum appointed Kallaway to deliver a standout outdoor site to help launch its new Amy Winehouse exhibition – Amy: Beyond The Stage in an iconic location and be ready to launch on 14 September, the day when Amy would have celebrated her 37th birthday, and when tickets to the exhibition were going on sale.

We identified that a large outdoor art-worked mural in Camden, would be a perfect creative medium for the exhibition and the location iconic for Amy’s life in London.

Rather than exploring the more traditional outdoor routes, we secured a wall mural bang in the middle of Camden High Street, a location with extreme relevancy for the cool, trendy music industry, and Amy herself.

Our approach elevated the Design Museum’s outdoor campaign from an average poster campaign to a creative work that not only promoted the show in the street, but also generated engagement online, secured press coverage and helped sell over 1,000 tickets in just three weeks.

We filmed the work being created in a time-lapse video, set to the music of one of Amy’s most iconic hits Tears Dry On Their Own and this video was released by the Museum on its own social channels securing high engagement.

The press launch on 14 September saw the artwork covered across the national news including leading the news story on exhibitions in The Guardian, Evening Standard and on ITV news. 

Laura CasaliSenior Marketing Manager, The Design Museum says: 

"We were delighted with Kallaway’s help in securing a fantastic mural on Camden High Street to launch our new Amy Winehouse exhibition - great service from start to finish, and we secured a high level of earned media and online engagement on the back of the activity. Just brilliant."

So next time you’re thinking of an outdoor campaign, and think your brand deserves a more innovative approach that can also generate social and media engagement, then contact Kallaway’s media director Rupert Bean. Planned correctly and strategically, one site can work harder than 100…

Email - Rupert.bean@kallaway.com

Arrange a 30min discovery call with Rupert - click here!