Museums and galleries are dying. Attendance is down globally by 40%. And a lot of young people think the art world has a stick up its butt.   These are big problems if you’ve just organized 818 artists and 70 art institutions to throw America’s biggest ever art collaboration and you want new, younger audiences to come. Especially if you’re competing for eyeballs in Los Angeles, one of the world’s entertainment capitals.   We needed to get butts through doors.   So, we decided to shut up about artists and artworks. The people who care about that stuff already had their tickets.   Instead, we gave our intended audience a metaphorical kiss on the forehead and asked them what’s wrong. Turns out young Californians are more anxious, stressed, burned-out, depressed and lonely than ever before.   We pivoted our messaging entirely, to meet their needs. Our new focus? Some little-known science: ART IS GOOD FOR YOU.    Every piece of our integrated campaign came together to make art’s scientifically demonstrated physical and mental health benefits impossible to ignore.   We partnered with legendary director Andreas Nilsson to create a short film nobody saw coming from Getty: The Tale of Mr. Tight Ass. A man with miserable, clenched cheeks. A man who longed to loosen. We see rich, cinematically varied environments and a journey of emotions as Mr. Tight Ass tries everything to find relief. Then a crescendo of jiggling glutes showed the world that if art’s powerful health benefits worked for Mr. Tight Ass, they can work for you, too.   It was a whole new way to promote something that’s been around for over 40,000 years.   And it worked. According to Facebook and Google Web traffic analytics: 1,401% traffic increase 56,500% click rate increase 11,400% interaction increase 22,200% reach increase.   Countless asses unclenched across America and far beyond. When people said the art world has a stick up its butt, we turned the other cheek.