What Would You Call the 'Perfect Work of Art'? This Panel Tries to Decide

Humorous Film From the U.K.'s Art Fund Promotes Its National Art Pass

Published On
Sep 22, 2017

Editor's Pick

How do you decide on the "perfect work of art"? A new film from the U.K.'s The Art Fund imagines a panel set up to do just that, and it's pretty funny.

The two-minute film sees an initially enthusiastic chairperson showing various artworks to a group of eight people seated in a gallery, to whitttle them down until the winner is left standing. The film goes on to demonstrate the absurdity of say, asking people to choose between a Rodin sculpture or William Morris wallpaper, or Raphael and Rothko, as the chairperson gets more and more stressed and the people more and more confused.

It's also an impressive whistlestop tour of some of the diverse range of artworks that can be seen all over the U.K., and that's the point -- the Art Fund's message is that one work of art can't please everyone, but you can see everything with its National Art Pass. The latter gives you access to over 240 museums, galleries and historic houses across the U.K. as well as 50% off entry to major exhibitions.

The film was created by 101 London and directed by Fred Rowson at Colonel Blimp. It's running online and in cinemas from Sept. 26.


Sep 22, 2017
Brand :
The Art Fund
Client :
The Art Fund
Agency :
Director, Marketing :
Carolyn Young
Senior Manager of Design :
Liz Workman
Senior Marketing Manager :
Samantha Grayson
Executive Creative Director :
Mark Elwood
Executive Creative Director :
Augusto Sola
Creative :
Gavin Cumine
Agency Producer :
Alex Pemberton
Account Director :
Georgie King
Account Manager :
Katie Colhoun
Creative Planner :
Joe Smith
Junior Planner :
Luke Stockil
Production Company :
Colonel Blimp
Director :
Fred Rowson
Executive Producer :
Paul Weston
Producer :
Corin Taylor
Casting Director :
Kharmel Cochrane
Production Manager :
Abi Jones
First Assistant Director :
Kerry Green
Director, Photography :
Will Humphries
Art Director :
Lucie Red
Wardrobe Stylist :
Florence Jones
Editor :
Sacha Szwarc
Editorial :
Edit Producer :
Kirsty Oldfield
Colorist :
Edwin Metternich
Color :
Flame Operator :
Katie Rhodes
Post Producer :
Chris Anthony
Sound Design :
Neil Johnson
Sound Design Company :
Sound Post Producer :
Becs Bell
Cast :
Cornelia Baumann
Cast :
Michael Eaves
Cast :
Andrew Francis
Cast :
Colette Kelly
Cast :
Pina Akin
Cast :
Ozioma Ihesiene
Cast :
Paul Hattori
Cast :
Martin Atkinson
Cast :
Louvaine Inman
Cast :
Mikey Bharj

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