Innovative Advertising

The New Museum is re-opening its doors to the public very shortly. In fact it opens to the public on Saturday. If you live in New York you may have seen some of the banners proclaiming its arrival or some of the posters that have been plastered up all over the place.

One of the more innovative ads they have placed announcing their arrival is a cross-over ad in conjunction with Calvin Klein. Although seemingly odd bed-fellows the two have come together in an ad that is a little out of the ordinary. Over the course of the week the Calvin Klein ad on Houston and Lafayette (a jump ad that covers the entire side of a 5 or 6 story building) looked like it had been attacked by pink splatter paint. On the first day pink paint appeared to be dripping down from the top of the ad. On day two the paint had “dripped” down covering most of the ad and then finally there was the “reveal” last night when the rest of the new ad went up- dripped pink paint outlining the shape of the New Museum with the text announcing the museums opening in December on the Bowery.

Pretty interesting, according to the New Museum:

As part of our ad launch campaign produced by Droga 5, the New Museum has partnered with Calvin Klein on an unconventional initiative that seemed consistent with the museum’s focus upon new art and new ideas. Since Monday, the famed Calvin Klein billboard on Houston at Lafayette has been “defaced” with pink paint and today, the drips have revealed the shape of the building and our new brand, announcing our public opening on Dec. 1st. The co-branded billboard will remain in place until December 3rd. Calvin Klein Collection has partnered with the New Museum for the first major campaign preview celebrating the Museum’s new home on the Bowery.

Always nice to see something new and a little different in the ad world.