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POSSIBLE and MoMA Announce Next Installment of ART140

POSSIBLE and MoMA Announce Next Installment of ART140

Creative agency POSSIBLE, in a collaboration with The Museum of Modern Art (MoMA), today unveiled its interactive "ART140" visual installation at the Cannes Lions International Festival of Creativity. The social experiment was first unveiled at SXSW, with the ART140 website (artoneforty.com) showcasing iconic works of art from MoMA's collection. ART140 encourages everyone worldwide to join the conversation in 140 characters or fewer on Twitter, via the hashtag #art140 along with the hashtag of the artist's name.

"Every day through shared knowledge, digital technology has invited us to participate in culture. This participation has redefined major parts of our society, including knowledge sharing (Wikipedia), photography (Instagram), music (Spotify), and even how we get the news (Twitter)," commented POSSIBLE CEO Shane Atchison. "ART140 has harnessed the power of social media to encourage the public to freely share its perspective, celebrating creativity in its purest form."

The installation itself serves as an interactive art gallery, with visitors able to tweet their opinions about the artworks on display and seeing their tweets print out in real-time - bringing the analog world to the digital world, and vice versa. The new tweets will be measured and analyzed in real time. Insights will be revealed on the ART140 website to illustrate the conversations sparked among the Cannes community during the Festival.

Besides the tweets on display, POSSIBLE is also sharing the following insights about ART140:

  • The Stream of Consciousness Index - Analysis determined which tweets reflected a "stream of consciousness" versus those that utilized more conventionally structured language. The familiarity with a specific artwork directly correlated with a higher ranking on the index. Tweets critiquing less familiar artworks resulted in a lower ranking.
  • The Highbrow Index - Analysis determined which tweets were the loftiest in tone as well as which artworks attracted the most of these tweets. When compared to tweets relating to entities such as celebrities and popular bloggers, ART140 tweets ranked at the index's lower end, an indication of the decidedly human and straightforward way the art was referenced.
  • The Positivity Index - The majority of tweets about ART140 were positive in nature. A work's ranking on the index correlated with the artist's composition and subject matter. Gauguin's Seed of the Areoi ranked highest, partially due to its Tahitian backdrop.
  • Time of Day Matters - Different times of day evoked different emotions, with lunch time bringing the "happiest" of tweets. However, the greatest volume of tweets posted at night when the work day ends, especially for Van Gogh's The Starry Night.

"The Stream of Consciousness Index that POSSIBLE devised was unique," said Victor Samra, MoMA's Digital Media Marketing Manager. "It's fascinating to see which artworks elicit a more emotion-based, off-the-cuff response. We look forward to seeing how this project develops."

According to POSSIBLE Group Creative Director Jason Minyo, "With the world as its 'jury,' Cannes is the perfect setting for this creative experiment. The installation and visual representation of our findings clearly show how ART140 has taken the art world to a place never before explored. We anticipate this being the first of many creative ways we continue to give people a social voice that is impactful."

The ART140 installation is open throughout the week of the Cannes Lions International Festival of Creativity and is located right outside of the Palais on the Parvais. Those not in Cannes are also encouraged to continue participating in the conversation via the hashtag #art140 or visit artoneforty.com.

SOURCE: BUSINESS WIRE ©2014 Business Wire


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