On 2017, KIWI, the no. 1 shoe care brand of the world, launch their new campaign remembering people the importance of shoes in their life, showing that success comes from the bottom up. To launch it, we created a unique art exhibit, showcasing the world’s most famous portraits completing the lower halves of these iconic paintings by showing their shoes.
Each portrait was illustrated using the same technique used by the original artist, matching stroke style, color and lighting. Then, each painting was texturized and printed on canvas to create perfect matches with the original masterpieces, giving the viewer the appearance of a completed portrait, from head to toe.
To take our exhibit around the world we partnered up with Docent – an art education app used by people in museums around the world. By simply pointing a mobile device at the original, or any reproduction of these masterpieces, people could see the portraits completed by Kiwi, allowing them to know more about the brand and purchase Kiwi products that matched the shoes on the paintings, transforming famous art into Kiwi Ads.
We took the gallery to the streets using bus shelters near famous art museums to recreate the museum experience. Using their phones people where able to listen to same audio guide we had at the exhibit.
Kiwi Portraits Audio Guide
