Although Jerry Saltz and Marilyn Minter are well-known personalities in the art scene, Art Basel has become saturated. Creating meaningful media moments during the art fair requires creative strategies. Leveraging a solid Rolodex of art writers and editors is also a must in order to create a memorable media moment that communicates the artists’ and art critic’s larger messaging authentically.
Playboy’s legacy has deep roots in the art world. In his days, Hugh Hefner was an early patron of modern artists like Salvador Dali, Andy Warhol, and Ed Paschke. Partnering Jerry and Marilyn with the publication seemed like a wild-card moment, but upon deeper introspection, proved to cement all parties’ support for the current moment in the arts. The activations were designed to cut through the Art Basel noise and provide Jerry and Marilyn a space to organically amplify their thoughts on the current state of the “unforgiving art world.”
Our contacts on the scene were activated and we were able to curate a group of attendees that would help disseminate Jerry and Marilyn’s message. Playboy’s legacy also attracted mediagenic names like Shepard Fairey, Tali Lennox, Kylie Jenner and Travis Scott. Our efforts secured over 36.6 MILLION impressions from outlets like Vogue, Highsnobiety, Arch Digest, Artnet, and Women’s Wear Daily to name a few.
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