Getty: How Art Cured The Tightest of Asses

Bronze Award

How Art Cured The Tightest of Asses

Getty

United States

2025

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Entrant Company

BBDO LA

Entry Type

Public Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Strategy

Category

Creative Strategy

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. We peppered LA, international art publications and social media with the scientifically demonstrated ways art can help with physical and mental health. Our billboards, barricades, subway posters, print ads, online videos, guerilla street stickers, digital executions, social posts and influencer content made the benefits of art 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 celebration of art’s power to unclench even the tightest of asses. We chose wellness influencers to spread the word on TikTok. We used science to sell art. 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.

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Credits

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