Moca museum in la4/1/2023 The campaign was one of the most awarded entrants for the 2001 annual International ANDY Awards, where it collected a Gold ANDY and 10 Silver ANDYs. Advertising Age's Creativity awarded "Labels" with one of the magazine's annual Creativity Awards in 2001. As Los Angeles Times writer Christopher Knight explained, "Artists tell me that they hate the MOCA campaign." Nonetheless, the advertising community showered it with praise. ![]() Some critics felt that the billboards' message was misunderstood and required too much reading others disliked them completely. ![]() The campaign's three television spots featured titles such as "Husband and Wife on a Sofa, A Study of Still Life, 2001," "Remote Control, 2001," and "The Demise of Culture, 2001." The campaign lasted for six months. Above a restaurant's valet parking service, for instance, one billboard's title read, "Men Running with Keys, 2001." Below the title it listed the "medium" as "Restaurants, thick-soled shoes, paper tickets with red ink / Collection of the Museum of Contemporary Art." Similar advertisements appeared across Los Angeles newspapers, outdoor posters, dry-cleaning hangers, and radio spots. Each billboard featured a message relevant to its surroundings. The billboards' copy parodied the description labels that appeared beside artworks in museums. The core of the campaign consisted of 61 billboards across Los Angeles County that featured black copy on white backgrounds. The $1 million campaign, created by the Los Angeles office of ad agency TBWA\Chiat\Day, first appeared on January 1, 2001. Hoping to boost awareness of the museum throughout Los Angeles County, MOCA released "Labels," the largest advertising campaign in its 21-year history. Competing against a variety of entertainment destinations in Los Angeles County that ranged from beaches to baseball games, along with other museums, MOCA's recently appointed director Jeremy Strick wanted to surpass the previous year's 500,000 MOCA visitor count. But a rupture happened not long after, with Broad declaring that, despite assumptions, he would not be donating a significant part of his art collection to the museum.The Museum of Contemporary Art, Los AngelesĮven with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. Prior to Broad’s rescue of MOCA, the 79-year-old billionaire had provided the funds to create a self-named contemporary art building at LACMA. These latest developments fit into what many see as an unresolved jockeying for power between Broad, who is building his own museum downtown next to MOCA’s Grand Avenue location, and Michael Govan, the charismatic director of LACMA, who has brought on such high-profiles trustees as Brian Grazer, CAA’s Bryan Lourd, Lyn Davis Lear, Willow Bay and Barbra Streisand. LACMA also made an overture to take over MOCA at that time, presaging its newest bid. The museum - whose board includes such entertainment industry names as WME Entertainment’s Ari Emanuel and producer Darren Star and is chaired by TV writer-producer Maria Arena Bell and entertainment lawyer and producer David Johnson - was rescued with a $16 million donation from billionaire philanthropist Eli Broad. In 2008, it emerged that the museum’s endowment had shrunk in the space of nine years from about $43 million to $6 million. ![]() MOCA, which holds one of the world’s greatest troves of contemporary art and has been instrumental in turning Los Angeles into an art capital with its deeply researched and innovative programming, went into a financial free-fall in the mid-2000s.
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