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Perrotin Reveals New Instagram Strategy in Collaboration with BETC Paris

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#BACKTOART is a controversial call to action from Perrotin to encourage people to put down their phones and see art in real life

Perrotin Reveals New Instagram Strategy in Collaboration with BETC Paris
Beginning in April, 2018, the Instagram feed of global art gallery, Perrotin now follows a reoccurring scenario: the public facing art.

The posts evoke the desire to see what’s behind the person. The artwork isn’t entirely revealed at first, like something beautiful you can’t fully grasp.

The #backtoart #backtogalleries posts give a glimpse of the exhibitions.

The back views of people facing the artworks plays with the conventional codes of social media and places the art at the centre of interest.

While Instagram posts usually reveal the entirety of the artworks and exhibitions, we want to reveal them progressively on our feed, as a way to make people want to see more.
Our Instagram feed invites viewers to witness art actively instead of passively. We want to encourage people to visit galleries and experience art in real life. When visitors are in presence of art, we invite them to embrace a new attitude by simply facing the art instead of facing the camera

On the occasion of the release of this new strategy and the Takashi Murakami solo show at Perrotin New York, an ad campaign starts today in the streets of Manhattan. The digital billboards on the bus stop shelters invitepeople to come visit the exhibition.

This campaign was designed with the strategic advice of BETC advertising agency.

Join the #backtoart #backtogalleries movement now @galerieperrotin

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Advertiser: Galerie Perrotin

Creative Agency

Creative Agency: BETC Paris

Art Director: Caroline Grimprel

Planner: Lennie Stern

Strategist: Matthieu Bouilhot (Activations)

Agency Manager: Fanny Begueria Cindy Monteiro

Client Management: Vanessa Clairet Raphael Gatel

BETC Paris, Tue, 24 Apr 2018 17:02:00 GMT