Saint was asked by the V&A to promote ‘Decode’, the museum’s first exhibition dedicated to digital art. Traditional art is normally created to affect you, while digital art is best when affected by you. We wanted this inclusive philosophy to extend beyond the exhibition, so we created an open-source campaign that encouraged people to recode ‘Decode’. We worked with digital artist Karsten Schmidt to create an interactive art application that invited people to create their own digital masterpieces. The best recodes were used to promote ‘Decode’ in an integrated campaign that blurred the lines between product and promotion, and helped attract over 235%of original footfall targets.
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