Burnett's Headlines Anchor Its Debut Work
CHICAGO--Leo Burnett uses colorful headlines but no images from the client's library in its first branding campaign for Art.com, breaking this week.
Print, outdoor and transit executions put large headlines, such as "Get a still life," and "Seurat.............com," against a stark white background. The simplicity is intended to make buying art over the Internet less intimidating, said Steffan Postaer, a senior vice president and creative director at Burnett, Chicago.
"It feels like a wonderful invitation to the art world," he said. "It's like a crocus emerging from the snow."
The agency opted not to use works available to them from Art.com's owner, Getty Images, because of the subjective nature of art and its value, Postaer said.
The print work will break in November in national magazines.
Radio spots in 12 markets will feature Peter Graves of A&E's Biography narrating the life stories of several "twisted and tormented" artists, Postaer said. "If you'd like to purchase art from this poor soul, go to Art.com," Graves says at the end of every spot.
Burnett won the Lake Forest, Ill., e-tailer's $20 million account in July following a review.