What did we do
Creative Concept
Art Direction
Graphic Design
Social Strategy
Da Vinci, Raffael, Botticelli
& Las Madonnas del
Mediterráneo.
March 8th was approaching and, like every year, we knew it was an opportunity for Open Arms to shed light on the harsh reality faced by migrant women. But how do we get them the exposure they need? How to remove the veil of sorrow that covers their figure and present them with the strength, respect and dignity they deserve? This was our challenge and indeed, made it.
"Madonnas del Mediterraneo" a tribute to migrant women created from the content of the photojournalists who accompany Open Arms on their rescue missions. Yes, they were women in a state of vulnerability, but they radiated an indisputable strength. We selected 9 portraits and gave them a photo retouch to make them look like authentic Renaissance Madonnas. An art sample worthy of being exhibited in the most important museums and galleries in Europe. And that is exactly what we did.
…and kind of, sort of
hacked Instagram.
To guarantee them a (well-deserved) space on the profiles of major museums, we hacked their Instagram tagged gallery. The Louvre, the MOMA, Prado Museum, Reina Sofía, The Vatican... All of these displayed the Madonnas of the Mediterranean in their exhibitions. To do so, we published the 9 Madonnas in carousel formats giving rise to the art work, their stories and the original footage from the photojournalists. Then, we tagged all the galleries that had public tagging permissions enabled. And that is how we managed to display the Madonnas of the Mediterranean in more than 10 galleries throughout Europe creating their first simultaneous, ephemeral and digital art exhibition.
Meet
the 9
Madonnas.
Meet
the 9
Madonnas.
