MACMA / Argentina / 2022Experiential
The Art of Self-Examination.
A Buenos Aires museum let visitors touch recreated masterpieces to feel warning signs of breast cancer painted into them.
- Brand
- MACMA
- Agency
- DAVID Buenos Aires
- Market
- Argentina
- Region
- Global
- Year
- 2022
The idea
Working with a doctor, the agency recreated works by Rembrandt, Rubens and Raphael that show signs of the disease, adding texture so lumps and skin changes could be felt. Breaking the museum's no-touching rule turned the exhibit into a hands-on self-exam lesson.
Results
- More than 10,000 people visited the week-long exhibition
Case study source: Activation Ideas Source ↗
