MoMA museum

—Yo MoMA

One Show ADC shortlist

Ad Stars Korea (crystal)

Golden Award of Montreux (gold)

Turning Yo Momma jokes into an invitation to the MoMA

Museums are usually perceived as elitist and classy, which leads people to feel they don’t belong there.

We based our integrated campaign in the 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.

Turning Yo Momma jokes into an invitation to the MoMA

Museums are usually perceived as elitist and classy, which leads people to feel they don’t belong there.

We based our integrated campaign in the 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.

—Recognitions

One Show ADC shortlist

Ad Stars Korea (crystal)

Golden Award of Montreux (gold)

01—

OOH

02—

MoMA sponsored rap battles

03—

#YoMoMA on social media

04—

New York hot dog stands

COPYWRITER:  Sergio del Hierro

ART DIRECTORS:  Victor Mattoni & Elena Casas