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