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Christie's - The Last da Vinci
Award: Wood Pencil
Wood Pencil / PR / Integrated Campaign / 2018
In 2017, Christie’s announced that the last privately owned Leonardo da Vinci painting was to be auctioned. It needed to make the sale of the Salvator Mundi a sensation, and the first step was a name that implied urgency: the Last da Vinci. Then, rather than market the sale privately, the auction house spoke publicly about what the work meant to the public. Hidden cameras below the work captured real-life reactions, which were shared on social media. A record $450.3 million sale ensued.
Credits
Advertising Agency
Production Company
Art Producer
- Bianca Escobar
Associate Film Producer
- Kelly Appleton
- Phillip Cheng
- Carlos Valdivia
Chief Creative Officer
- Sally-Ann Dale
Co-Director of Film Production
- Jesse Brihn
- Bryan Litman
Co-Director of Interactive
- Tasha Cronin
- Justin Durazzo
Creative Chairman
- David Droga
Creative Director
- Laurie Howell
- Toby Treyer-Evans
Director of Art Production
- Cliff Lewis
Director of Integrated Production Business Affairs
- Jocelyn Howard
Director of Print Services
- Rob Lugo
Film Producer
- Isabella Lebovitz
Film Senior Producer
- Jennifer Chen
Interactive Producer
- Grace Wang
Music Supervisor
- Mike Ladman
Senior Art Director
- George McQueen
Senior Copywriter
- Tom McQueen
Editing
- Cut+Run
Associate Director
- Bianca Escobar
Brand Strategist
- Daniel Wenger
Group Strategy Director
- Will Davie
Client
- Christie's
- Christie's
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