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OAAA Brings 'Art Everywhere'
Date: April 23, 2014
The Outdoor Advertising Association of America is joining forces with five major U.S. museums to turn billboards across America into giant canvases for iconic pieces of art.
The Outdoor Advertising Association of America is joining forces with five major U.S. museums to turn billboards across America into giant canvases for iconic pieces of art. The “Art Everywhere” campaign, which aims to raise awareness of great art and raise museum attendance, will use outdoor ad space donated by OAAA members to display reproductions of art chosen by the public via online voting.
The collaboration brings together the OAAA with the Art Institute of Chicago, the Dallas Museum of Art, Los Angeles County Museum of Art, the National Gallery of Art and the Whitney Museum of American Art. Beginning June 4th, the partners are inviting the public to vote for the 50 best images out of 100 works of American art, all owned or on permanent loan to these institutions, at arteverywhereus.org. Users can vote for ten pieces of art per day, with a unique login to prevent repeat voting.
Each museum submitted 20 of its best pieces for consideration. The field of candidates skews toward paintings, for obvious reasons, and is limited to works by American artists. Visitors to the Web site can expect to see some famous works -- think Stuart's “American Gothic” or Hopper's “Nighthawks” -- as well as some lesser-known but nevertheless very striking pieces.
The winning entries will be announced on June 20th, and the campaign will “go live” for four weeks on August 4th, with at least 50,000 outdoor advertising displays bringing art to the masses, including placements on billboards, bus shelters, subway posters, and so on. The images will be reproduced with high-quality printing in an effort to capture every subtle shade and nuance.
The campaign was inspired by the success of the identically named public art initiative in the United Kingdom in August 2013.
The OAAA has organized a number of public service ad campaigns, although not always with such a high-profile or aesthetic focus. In May 2013 the OAAA partnered with the Ad Council and the National Highway Traffic Safety Administration on an outdoor ad campaign to combat texting while driving, called “Stop the Texts. Stop the Wrecks.” The campaign, which targeted drivers ages 16-24, included placements on over 1,000 billboards and other outdoor ad surfaces nationwide.
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