A History of the World in 100 Objects Rhino special card
“We thought Avant Card would be a fun way to engage existing and new audiences
with the exhibition A History of the World in 100 Objects. We saw a great opportunity
to create dynamic content that readers could interact with in a playful way.
Avant Card fulfils that brief.”
Ali Martin, Manager Marketing and Events, Western Australian Museum
About the rhino die cut/pop out special card campaign The Avant Card Design Studio imagined turning this 16th century artwork by Albrecht Dürer into an Avant Card model. Interestingly, pioneering print-maker Dürer drew this Indian rhinoceros without ever seeing the animal. The most famous artist of his day, he based his drawing on a brief sketch and a letter. Dürer was unique in his ability to deliver accessible and affordable art to the masses through a new woodcut printing technique, and it is fitting that we share his priceless artwork of global historic significance with WA audiences.
10,000 postcards were released on 29 February 2016 in Perth at all venues in Avant Card’s distribution network targeting all markets i.e. broad distribution in metro areas.
“We’re looking to reach a broad audience with this exhibition. There is really something for everyone, and our public program activities are targeted at a range of age groups. Perth audiences have enjoyed several outstanding international exhibitions from the British Museum throughout our five-year partnership. It also helps that we launched in February, when an appetite for arts and cultural experiences has intensified due to Perth’s busy summer calendar.”
“In terms of success, it really depends how you define it. From a marketing point of view, we look at everything from attendance to social and digital engagement, brand awareness and market share, development of networks and partnerships, market insights and audience development, and beyond – there is a lot to consider. At the end of the day, though, we want to walk down the street and hear that people are excited about the exhibition and the Museum – we want people to know and love the Museum as much as we do!?
About A History of the World in 100 Objects A History of the World in 100 Objects is an innovative project by the British Museum to explore the last two million years of human history, from the oldest objects in their collections to the present day. The exhibition invites us to span the globe, to wonder at the remarkable achievements of humans as they faced changing climates, new lands and changing political arenas, and to be amazed by their ingenuity and awed by their craftsmanship. From early stone tools, to Dürer’s celebrated print The Rhinoceros, to the bronze Head of Augustus from Meroë – exclusive to the Australian tour – visitors will marvel at the power of each object to tell a story. This exhibition is a rare opportunity to view treasured objects from around the world and discover how humans have shaped the world and, in turn, have been shaped by it. Showing until 18 June at the Western Australian Museum – Perth.