Sukiennice Museum: Secrets Behind Paintings

Sukiennice Museum, one of the oldest in Poland, was going to be opened after a complete renovation. The problem was that young people didn’t find the museum interesting at all. Something needed to be done to attract them. So, the Sukiennice Museum campaign from Leo Burnett, Warsaw brought paintings to life to show their stories: stories of love, war, crime, madness and mystery. The stories were told it in a way that no museum had ever done before—through the Sukiennice app, an app that brings paintings to life. The app allowed users to scan a QR code for access to a real life vignette of a painting’s story. Young people could also contact paintings outside the museum through interactive billboards. They loved it so much, that getting a ticket in the first four months was virtually impossible! Media also noticed the campaign-the three biggest television networks in Poland made headlines out of it on the news and it was also a hot topic in the press and on the internet. Thanks to all of the buzz, the museum attracted almost 20 percent of Krakow’s population…and the number is still growing.