Put fans in the frame
A Facebook app let people Warhol their own photo and share it to Pinterest and Facebook, turning viewers into co-creators.
Social HYBRID campaign
Campbell's Soup
15 Minutes of Fame.
To mark the 50th anniversary of Andy Warhol's iconic Campbell's Soup Can paintings, the brand invited the public to make the milestone their own.
Overview
The brief, in full.
A Facebook app let fans Warhol their own photo and share the result across Pinterest and Facebook.
Limited-edition printed Warhol soup cans launched in partnership with Target, bringing the collaboration to physical shelves.
The campaign turned a cultural anniversary into a participatory moment fans could actually join.
The Challenge
What needed to change.
Make a cultural milestone participatory and shareable rather than simply commemorating it.
The Approach
How the work moved.
Art on the shelf
Limited-edition printed Warhol soup cans launched with Target, making the anniversary tangible in stores nationwide.
Own the moment
Framed the 50th anniversary as a live, social event built for press pickup and fan sharing.
Outcome
The result.
The campaign earned viral consumer attention and press coverage from AdWeek, Creativity Online, PSFK, Gawker, BuzzFeed, USA Today and Fox News.
Creative DirectionConceptualization
Selected Work SAMPLES
Project gallery.
