Musea Brugge & Openbare Bibliotheek Brugge: Haute Lecture, 1

To promote the latest Musea Brugge art exhibition ‘Haute Lecture by Colard Mansion’, Gents is transforming the mystery surrounding printer & publisher Colard Mansion into an eye-catching campaign. It converts Mansion’s luxury ‘haute lecture’ and aura of mystery into ‘haute advertising’, as it were. The campaign’s focal point is a dramatic black and white image of a man representing Colard Mansion standing in the shadows and holding a mesmerising historic book. The play with light and dark brings the mysteries and secrets surrounding Colard Mansion’s life and work to life and at the same time highlights the glory days of the printing industry in the 15th century. Gents used one of the actual books shown at the exhibition in the photo shoot. The visual is translated into print ads, flyers, bus wraps and social content. Gents turns the static image into ‘thumb-stopping’ animated banners revealing Colard Mansion. The campaign is supported by outdoor posters, social advertising and a SEA campaign urging people to spend a day in the world of printing in 15th-century Bruges. Gents builds on its previous successes for Musea Brugge, such as the exhibition on Pieter Pourbus & The Forgotten Masters, which reinvented classical paintings and brought them to life from the unknown into the 21st century.