DemocrARtisation 

Challenge
Belgrade’s Museum of Contemporary Art has been closed to the public for more than a decade. Generation has grown up deprived of the chance to see the museum’s extensive local and international collections.

Solution
n order to bring the art back to the people, 20 biggest brands have helped to create a virtual art exhibition of enormous proportions. A unique augmented reality mobile application transforms the ads into works of art in real time. Like a virtual curator, it plays audio descriptions about the 75 artists and shows 1700 locations where art pieces can be found.  

Results
After months of intensive campaign, millions of people in the world can now see the museum’s art. And finally, government officials stated that the museum will reopen by the end of the year.