MAKING EVERYONE FEEL THE MoMA IS THEIRS BY SPEAKING THE LANGUAGE OF THE PEOPLE
MAKING EVERYONE FEEL THE MoMA IS THEIRS BY USING THE LANGUAGE OF THE PEOPLE
Museums are usually perceived as elitist and classy, which leads people to feel they don’t belong there.
An integrated campaign that uses Yo Momma jokes as a way to bring the MoMA closer to people, letting them know the museum has always been about them.
Because when we speak like everyone, we can talk to everyone.
Museums are usually perceived as elitist and classy, which leads people to feel they don’t belong there.
An integrated campaign that uses yo momma jokes as a way to bring the MoMA closer to people, letting them know the museum has always been about them.
Because when we speak like everyone, we can talk to everyone.
Out of home
MoMA sponsored rap battles
#YoMoMA on social media
New York hot dog stands
COPYWRITER: Sergio del Hierro
ART DIRECTORS: Victor Mattoni & Elena Casas