The document provides information about an advertising campaign created by Double X for the San Francisco Museum of Modern Art (SFMOMA). It introduces the team at Double X and provides background on SFMOMA. It then analyzes the target audience of teens and develops persona profiles. The campaign's strategy is to prove to teens that art can be fun and interesting at SFMOMA. Tactics include outdoor, interactive and mobile ads using humor and games to promote the museum's reopening on January 1st and encourage teens to "Re-open your mind."

1. DOUBLE X

2. CREATIVE STRATEGIST
Alice finds herself in the zone
where strategy and creativity
meet. She sees design every-
where when she looks at the
world — not only in the visual
and superficial kind of way, but
also in a structural way, when it
comes to seeing the underlying
patterns of culture around us.
ALICE COPYWRITER
Vicky lives on and through
written and spoken communi-
cation. With seven languages
in her possession, working with
writing in general — and copy-
writing in particular — was not
just an adequate choice, but
a calling.
VICKY TORY
YIXUAN
ART DIRECTOR
Tory fell in love with the world
of graphic design from the first
time she came in contact with
it. She knows that aesthetics in
advertising is as important as a
great idea, and that’s why she
wants to pursue her dreams in
this industry — because there
are no constraints here.
ART DIRECTOR
Yixuan is really an artist in the
classic meaning of the word.
From a background in fine
art, she moved from pain-ting
through interior design, from
hand-drawing to 3D-model-
ing, from graphic design to art
direction and from China all the
way to San Francisco.
DOUBLE X

3. AGENCY
PHILOSOPHY
The double X stands for the female set of chromosomes,
and we are a double pair of women who are twice the x-tra.
We want to break the silence, we are not afraid to speak up
and we believe that actions speak louder than words. That’s
why we are out there in the real world, and that’s where we
gather our insights from — both strategic and creative ones.
DOUBLE X

4. CLIENT
SFMOMA is a non-profit modern art museum located in San Francisco,
California, founded in 1935 by Grace L. McCann Morley. This was the first
museum on the West Coast devoted to 20th-century art. The SFMOMA
building, designed by Swiss architect Mario Botta, closed temporarily in
June 2013 for a two-and-a-half-year expansion project.
DOUBLE X

5. HISTORY OF SFMOMA
New building on 3rd St opens, together with a website
DOUBLE X
SFMOMA opens on Van Ness Avenue Recognizes photography as a fine art
Four departments emerge: Architecture and Design,
Media Arts, Painting and Sculpture and Photography
Re-opening of expanded museum
architected by Norwegian agency Snøhetta
Closes for expansion
SFMOMA 75 years, gets $250 million in support
for expansion of facilities
Live Art as SFMOMA launches (events and performance)
1935
1936
1980-1987
1995
2008
2010
2013
2016

6. Opportunities
Museum closed gives time to
prepare for re-opening
Being closed builds curiosity
People are willing to learn
Big range of options
DOUBLE X
Strengths
Modern
Large collection
Attractive facilities
New and improved
Wide range of programs
Award-winning building
Free admission under 18 years
Weaknesses
Not free for all
Closed for another year
People lack patience
to wait
Threats
Huge range of activities
might be confusing
Other museums

7. INDIRECT
DOUBLE X
DIRECT
COMPETITION

8. HOW SFMOMA IS UNIQUE
DOUBLE X
SFMOMA is the only modern art museum in San Francisco that
inspires and enables young teens to engage and learn from and
through modern art in an interactive manner.

9. TARGET AUDIENCE DOUBLE X
Who are these people?
In school
Spend a lot of time on social media
Spend a lot of time with friends
0
10
20
30
40
50
60
70
80
90
100
What are the numbers?
25 %
of teens care about their education
52 %
of them dislike taking tests and doing homework in school
25 %
of teens enjoy extracurricular activities
16 %
of the population in the Bay Area ages 5-17
Teens 13-18
25 %
52%
25%
16%

10. PERSONA DOUBLE X
Jacob, 14.
Spends a lot of time with friends, either in after-school
activities or interacting with them through social media.
When it comes to school, Jacob loves extracurricular
activities, but he dosen’t like doing homework.His mom
tells him that he needs to be a good student. He wants
to be, but he finds school boring.

11. PERSONA DOUBLE X
Emily, 15.
From her early years, Emily nurtures a big dream of being
an artist. She believes that anything is possible and that the
world is hers. She loves making new discoveries, friendships
and lasting memories. Emily’s encouragement comes from
her hero, her older sister, who says that she shouldn’t let
anything or anyone keep her from achieving her dreams.

12. PERSONA DOUBLE X
Mason, 16.
A super smart boy, but with no idea about what
he is doing in school. Even though people think
his artwork is fantastic, it still feels meaningless to
him. Mason’s future is bright, but he is struggling
under the pressure from himself and others. He is
still trying to find himself.

13. CHALLENGE
DOUBLE X
How do we create interest in and desire to experience modern art
among teens?

14. SOLUTION
Prove to teens that art can be fun and interesting and that they can learn
— that SFMOMA is open for them.
DOUBLE X

15. SWEET SPOT
DOUBLE XDOUBLE X
RE-OPEN YOUR MIND.
SFMOMA is open again. Both our doors, our imaginations
and our minds. This is not just about the reopening of the
museum, but also opening up minds and hearts to art.

16. SFMOMA
TEEN
DOUBLE X
This logo is developed for this campaign, being conducted
towards teenagers. We want to focus on creating a museum
for them and make teenagers feel invited. At the same time,
we do not want to move too far away from SFMOMAs current
visual identity, and that is why we decided to use their default
logo as our basis for SFMOMA Teen.

17. STRATEGY: Establish an interesting and memorable connection with the audience.
ROLL-OUT PLAN
STAGE 1
3 x OUTDOOR POSTERS3 x INTERACTIVE POST-
ERS
DOUBLE X

18. STRATEGY: Motivate the audience to get more engaged, interested and
involved.
ROLL-OUT PLAN
STAGE 2
3 x BUS SHELTER GAMES 4 x ON-CAMPUS PRESENCE (1 x STATIO-
NERY, 1x SCHEDULE,2 x MODERN ART DES-
SERTS IN CAFETIEIA)
DOUBLE X

19. STRATEGY: Offer the audience a personal and interactive way to stay in
touch with the brand.
ROLL-OUT PLAN
STAGE 3
3 x MOBILE GAMES 2 x SOCIAL MEDIA
DOUBLE X

20. RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOESN’T MATTER IF YOU DREW THIS.
Or you friend. Or your dog. Art doesn’t care. Art is open for all.
SFMOMA is open for you.
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOESN’T MATTER IF YOU DREW THIS.
Or you friend. Or your dog. Art doesn’t care. Art is open for all.
SFMOMA is open for you.
INTERACTIVE POSTERS
SFMOMA
TEEN
SFMOMA
TEEN
DOUBLE X

21. DOESN’T MATTER
IF YOU COLORED THIS.
Or your mom.
Or your cat.
Art doesn’t care. Art is open for all.
SFMOMA is open for you.
DOESN’T MATTER
IF YOU COLORED THIS.
Or your mom.
Or your cat.
Art doesn’t care.
Art is open for all.
SFMOMA is open for you.
INTERACTIVE POSTERS
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOESN’T MATTER
IF YOU COLORED THIS.
Or your mom.
Or your cat.
Art doesn’t care. Art is open for all.
SFMOMA is open for you.
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOUBLE X
SFMOMA
TEEN
SFMOMA
TEEN
SFMOMA
TEEN

22. OUTDOOR POSTERS
MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care. Art is open for all.
SFMOMA is open for you.
MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care. Art is open for all.
SFMOMA is open for you.
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOUBLE X
SFMOMA
TEEN SFMOMA
TEEN

23. MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care. Art is open for all.
SFMOMA is open for you.
MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care.
Art is open for all.
SFMOMA is open for you.
MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care.
Art is open for all.
SFMOMA is open for you.
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
MILEY CYRUS COULD
HAVE DONE THIS.
Or Ronaldo.
Or you.
Art doesn’t care.
Art is open for all.
SFMOMA is open for you.
DOUBLE X
OUTDOOR POSTERS
SFMOMA
TEEN
SFMOMA
TEEN
SFMOMA
TEEN

24. BUS SHELTER GAMES
COLORING
Change another
pattern.
Fill up with
the colors
you choose.
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016SFMOMA
TEEN
SFMOMA
TEEN SFMOMA
TEEN
DOUBLE X

25. MEMORY GAME:MATCH PICTURES
RE-OPEN YOUR MIND ON JANUARY 1, 2016 RE-OPEN YOUR MIND ON JANUARY 1, 2016RE-OPEN YOUR MIND ON JANUARY 1, 2016
Test your memory and find the
matching picture. But hurry up
before the bus arrives!
START
GAME
You matched them all!
Artist
Chuck Close,
Agnes, 1998
To see all the artists and their works in
real life, just hop on bus 7 northbound,
go four stops, and you’re there!
SFMOMA
TEEN
SFMOMA
TEEN
SFMOMA
TEEN
DOUBLE X

26. DOUBLE XMISSING ARTWORKS
RE-OPEN YOUR MIND ON JANUARY 1, 2016
SFMOMA
TEEN
SFMOMA
TEEN

27. DOUBLE X
SFMOMA
TEEN
RE-OPEN YOUR MIND ON JANUARY 1, 2016

28. ON-CAMPUS PRESENCE
FOLDER & PENCIL
RE-OPEN YOUR MIND ON JANUARY 1, 2016
RE-OPEN YOUR MIND ON JANUARY 1, 2016
SFMOMA
TEEN
SFMOMA
TEEN
DOUBLE X

29. CALENDER/CAMPUS SCHEDULE
SUNDAY MONDAY
10:00am
Orlando Open House
1:00pm12/6 1:00 PM
[W] Women’s Basket-
ball at Notre Dame de
Namur University
3:00pm12/20 3:00
PM [L] Men’s Basket-
ball vs Azusa Pacific
University (CA)
10:00am
Application & Transfer
Information Day
8:00am
Fall Term: Last Day of
Classes
1:00pm
Seoul Open House
TUESDAY WENDESDAY THURSDAY FRIDAY SARTURDAY
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
SEPTEMBERRE-OPEN YOUR MIND ON JANUARY 1, 2016
SFMOMA
TEEN
DOUBLE X

30. RE-OPEN
YOUR
M
IND
ON
JANUARY
1, 2016
BROCHURE
SFM
O
M
A
TEEN
DOUBLE X

31. 2 MODERN ART DESSERTS IN CANTEEN
This dessert came as sort of a surprise, didn’t it? Well, if you didn’t know, it’s the artwork
“Composition with red, blue and yellow” by the modern artist Piet Mondrian. You could
actually go see it (for free!) at the SFMOMA, which is re-opening again January 1st, after
being closed for three years. And that should certainly not come as a surprise to you.
This dessert came as sort of a surprise, didn’t it? Well, if you didn’t know, it’s the artwork
“Composition with red, blue and yellow” by the modern artist Piet Mondrian. You could
actually go see it (for free!) at the SFMOMA, which is re-opening again January 1st, after
being closed for three years. And that should certainly not come as a surprise to you.
DOUBLE X

32. MOBILE GAMES DOUBLE X
MOBILE GAMES

33. SLIDING PUZZLE: RESOLVE THE ARTWORK!
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOUBLE X
SFMOMA
TEEN

34. MEMORY GAME: MATCH THE ARTWORKS!
RE-OPEN YOUR MIND ON JANUARY 1, 2016
SFMOMA
TEEN
DOUBLE X

35. SELFIE INTO MODERN ARTWORK: Take a picture of yourself or upload one from
your camera roll. See yourself transform into a modern artwork!
DOUBLE X

36. sfmomateen
SFMOMA
#MODERNME ＃SFMOMATEEN
#MODERNME ＃SFMOMATEEN #MODERNME ＃SFMOMATEEN @G_LY
G_LY sfmomateen
SOCIAL MEDIA
INSTAGRAM
RE-OPEN YOUR MIND ON JANUARY 1, 2016
DOUBLE X
SFMOMA
TEEN
SFMOMA
TEEN

37. MICRO-SITE
www.sfmomateen.com
SOCIAL MEDIA
SFMOMA
TEEN DOUBLE X

38. MICRO-SITE
www.sfmomateen.com
SOCIAL MEDIA
SFMOMA
TEEN
SFMOMA
TEEN
SFMOMA
TEEN
SFMOMA
DOUBLE X

39. Thank you!
DOUBLE X