In view of Marina Abramovic Institute’s forthcoming exhibition, As One, presented in Greece and being part of the Institute’s broader vision to introduce performance art to audiences all around the world, Interweave was tasked with the global communication of the As One exhibition, by showcasing at the same time its local and universal character.
Held at the Benaki Museum from March 10th to April 24th, 2016, with the valuable cooperation of NEON, the exhibition aspired to pique the global interest not just in physical but also in digital world, while aiming at helping foster a new generation of Greek performance artists.
The main objective was to create and implement a real time digital communications plan, that would include full coverage of the exhibition in all MAI’s digital assets; or, in other words, find the most beautiful, compelling way to translate real life energy into a memorable digital story – the As One story.
Framed and supported by the Abramovic Method and an extensive public program of lectures, workshops, discussions and other public participatory events, six Greek long-durational performance artists and twenty-three performance artists focusing on intervention performances from Greece and elsewhere, constituted the core experience offered in the exhibition; an exhibition owing its singularity to the unique way its three key-components (the artists, the visitors and the place hosting it) were interacting during all these seven weeks.
Hour by hour, day by day, week by week, the pieces, the artists, the visitors themselves kept evolving through this interaction, generating an exceptional kind of energy that transformed the exhibition into an exceptional soul-cleansing experience. And that was exactly the bet we had to win: communicate this constant evolution to MAI’s digital community, all over the world, without losing any of its emotional intensity.
Extended immersion sessions were required, so as for the Institute’s philosophy and vision to be integrated to the project’s communications’ strategy in the most solid and effective way.
For this exact same reason, thorough analysis of the project’s specific characteristics that made it special for the Institute’s organized events so far, was also required.
However, the most challenging part was finding the strategic angle to translate real life energy generated on-site into a memorable digital story – capable of attracting users’ attention and provoking intense emotions.
Strong supporters of the belief that an effective digital communications strategy is highly related to what do people say online, we gave special attention to that specific aspect: for seven weeks, 24 hours a day, our social listening, monitoring and analytics team was recording what people, globally, thought, felt, shared online about the “As One” exhibition – data and insights, useful both for constantly improving the communication implemented in all MAI’s social media channels and illustrating the digital impact that the “As One” experience had on all audiences worldwide.