NEW YORK--(BUSINESS WIRE)--Creative agency POSSIBLE, in collaboration with The Museum of Modern Art (MoMA), today announced the launch of “ART140,” a joint project that seeks to open up the conversation around art. ART140 is a website (http://artoneforty.com/) showcasing iconic pieces of art from MoMA’s collection. It will harness the power of Twitter to invite people from all walks of life to select specific works of art and express what they mean to them, in 140 characters or less via the hashtag #art140. ART140 will serve as a springboard for a social experiment aimed at finding out what art means to the masses and reveal how the meaning of art may differ by age, gender, geography or other unexpected factors.
ART140 will premiere at this year's South by Southwest Interactive Festival in Austin, TX on March 10 at 12:30 P.M. to 1:30 P.M. with a joint presentation by MoMA and POSSIBLE.
Shane Atchison, CEO of POSSIBLE says, “At POSSIBLE, we believe in creating new experiences that have an impact on society. By collaborating with MoMA, ART140 will combine the power of social media and data with iconic pieces of art to bring fresh insight to the world around us.”
MoMA and POSSIBLE will analyze the tweets generated by people for ART140 to understand how people feel and think about the art, bringing forward new interpretations and insights. These findings will be unveiled later in the year.
Victor Samra, Digital Media Marketing Manager at MoMA added, “We're excited to collaborate on this project which will allow us to dig deeper into what our social community thinks and feels about specific works of art.”
“There’s a wall that separates the art world from the people who might appreciate art but are too intimidated to express their own interpretation,” said David Stocks, Senior Strategic Planner, POSSIBLE. “With this collaboration, we want to tear that wall down.”
For additional details on the ART140 session taking place at SXSW, please visit: http://schedule.sxsw.com/2014/events/event_IAP20700
POSSIBLE is a creative agency that cares about results. We back up every idea with real-world insights to create work that makes a difference — and makes a measurable impact.
On paper, POSSIBLE is 25 offices spanning five continents. In practice, we are 1,100+ people offering local expertise to some of the world’s most dynamic brands. These include Microsoft, P&G, Starwood Hotels and Resorts Worldwide, The Bill & Melinda Gates Foundation, AT&T and Coca-Cola. POSSIBLE is part of WPP Digital; for more information, visit www.possible.com, or follow us on Twitter @possible, on facebook.com/possible and linkedin.com/company/possible.
The Museum of Modern Art is a place that fuels creativity, ignites minds, and provides inspiration. With extraordinary exhibitions and the world’s finest collection of modern and contemporary art, MoMA is dedicated to the conversation between the past and the present, the established and the experimental. Our mission is helping our visitors understand and enjoy the art of our time. Founded in 1929 as an educational institution, The Museum of Modern Art is dedicated to being the foremost museum of modern art in the world.