Total 496 words used.
The Night of Artifacts Festival is organized by műtárgy.com (i.e. artifact.com in Hungarian), the leading art finder, advertiser and news portal of the domestic art trade. The series of events includes exhibitions and professional lectures, studio visits, thematic walks, workshops, round-table discussions, and film screenings—always in line with the current year's theme.
In May 2023, this theme was based on the relationship between women and art. Because art belongs to everyone, and that includes women. But the numbers don't tell the same story: the representation of women in the art world is far behind their role.
The campaign aimed to draw attention to the importance of women in the arts and the fact that their representation in the spaces and collections of galleries and museums is minimal.
The idea, research and planning
Although even the most conservative sources suggest that half of all contemporary artists alive today are women, and 60% of those currently enrolled in art education are female, the percentage of female artists in galleries and public collections in Europe is barely 3-5%!
In the planning process, we were looking for a creative solution that would express the message well, fit the tone of the event, and that would draw the attention of people who are art lovers or just interested in the subject so that together we can make a difference in levelling the playing field and getting more women involved in the arts in our country. Let's give them more space!
Strategy, creativity and innovation
To highlight the problem, we have done to women's work exactly what reality is: we have taken away their space so that we could give it back.
That's why the visuals we made for the campaign showed only a slice of them, as much as female artists are given the opportunity to represent themselves: 5%.
We used works by contemporary female artists and worked with museums that think including as many female artists as possible in their collections is essential. We created customized displays for the collaborating institutions' data on female representation (e.g. Ludwig Museum - Museum of Contemporary Art - 20%). We presented the visually tailored percentages to the public in the respective museums.
The campaign covered not only paintings but also other art forms: we used OOH solutions to take space away from sculptures, novels and poetry to maximize the impact of our message.
Many contemporary artists and influencers (actress Laura Döbrösi, painter Anna Pakosz, painter Évi Sárközi, artist Klára Petra Szabó) have also supported the cause, and our message has been widely reported in the press.
Impact
Our task was to show how under-represented women artists are in the domestic art scene and to attract as many visitors as possible to the event's programmes to get the campaign's message across to more people. The fact that the 100 programmes organised in 50 venues in the capital were sold out and new dates had to be opened shows the campaign's success.
Nomination Title: Equal Frames - The Night of the Artifacts
