Sharing negative reviews with purpose.
The Museum of Old and New Art (Mona) barely spends anything on bought media, they rely on their activities being disruptive enough to generate their own momentum – and create controversy.
Which is why, for Mona’s first ever brand campaign, they did the opposite of what they would usually do.
They found their worst reviews, and turned them into ads and called it The Best of our Worst Reviews … The best thing about these reviews is they’re grounded in truth, and in their experience telling the truth is absolutely a risk worth taking.
Check out their results.