THE IDEA.
If you stopped to look at everything in the MET for just one minute, it would take YEARS to see everything. The only way to see everything, then, is to make a lot of trips to the museum. But a lot of people living in NYC don’t ever go back after their first visit. Which led to the idea for this campaign. (And a lot of trips to the MET.)
This campaign curates the art and culture all over the streets of NY, showing people that they can’t see it all, but they can see something new every time they visit the MET.
Digital Extension
An email newsletter acts as a virtual museum tour guide to the city, complete with Google map directions to public and street art around every corner. Scannable displays in front of the works of art give passersby a free wi-fi hotspot and audio guide to learn about the hidden gems they've been walking past every day for years, while also drawing them back into The MET with a curated list of similar exhibits and artworks inside the museum.
AD: Hailey Boerema