Without art there is silence, is a campaign and exhibition to bring the country and its art back together. It is aimed at the 50% of the population who, currently, do not visit Museums and Galleries, and hopes to change their attitude by showing what happens in a world without art.
In the first release of the campaign, a black and white image is used of a museum or gallery in which the artwork is missing. The lack of colour presents an eery feeling, especially against other campaigns today which are full of colour. A link to Artfund.org is available on the ad, prompting viewers to pledge a future visit to their local artspace.
As the campaign grows older, and more people pledge towards their visit, the poster transforms itself, adding sections of colour, and bringing the artwork back, until it reaches its former self.
The exhibition is an in-person event that supports the main campaign. It is targeted towards anyone, whether they consistantly visit galleries or not. Using the same visuals as the poster, but in the real world makes for an experiential design that could become viral online.
The online presence is vital to the campaign, the whole ArtFund website will be changed to B&W, until the user enters the 'without art there is silence' page and pledges. This will then transform the webiste back into full colour, the same way as the poster ads.
A completely silent TV advert to attract attention back to the screen. Adverts are a time that most viewers leave the room, or scroll through their phones.
Having an ad that uses no noise, reengages the viewer with the TV, because hearing nothing when adverts are on is unusual.