Bonniers Konsthall Sends Out Invitations Randomly

DDB Stockholm collaborates with Postal Service, Spotify and newspapers

Published On
Apr 09, 2013

Editor's Pick

DDB Stockholm sent out completely random invitations for Sweden's Bonniers Konsthall Art Gallery as the latest effort in its ongoing "not for all" themed campaign. To promote an exhibition called "Slight Chance" by artist Pilvi Takala, which centered on luck and coincidence, the gallery collaborated with the Swedish Postal Service to send out invitations with no name or address. These were distributed randomly in letter boxes. An ad on Spotify was also only played to random selected recipients, and print ads were created by stopping the press and inserting a different version of the same ad at chance points. The invitation gives recipients a free ticket, but warns them that the exhibition might not be to their taste.