Between February 20 and September 19, 2004, the New York-based Museum of Modern of Art (MoMA) made a guest appearance in Berlin. The Neue Nationalgalerie needed to attract at least 700,000 visitors to make the exhibition a financial success – an extremely ambitious goal. Only 20 percent of the Berliners questioned in a survey knew what “MoMA” stood for. The organizers had to make the word and its meaning known to a much broader audience than art fans alone.

Together with the agency Johanssen + Kretschmer, MetaDesign had the idea of developing an independent brand to bring MoMA to life. Their campaign, which followed the central idea of “MoMA is the star!”, immersed Berlin in a sea of pink and gold, attracted 1.2 million visitors and generated 3,600 press reports. Today, the “MoMA effect” is a synonym for successful cultural marketing.

Awards: PR Report Award, German PR Award, Finalist in the GWA SOCIAL EFFIE, German Award for Business Communication