The Kunstbibliothek is one of the largest museum libraries in Berlin dedicated to all facets of art history and cultural studies. To mark its 150th anniversary, the Kunstbibliothek organized ›ABC of Travel‹, an exhibition that investigated how traveling has become part of everyday life. MONA worked with the Kunstbibliothek to raise awareness about the exhibition, both amongst Berlin audiences and abroad.
MONA first produced an animated video trailer to promote ›ABC of Travel‹ across online platforms. The video sourced imagery from the museum's many different collections, illustrating the diversity of works featured in the exhibition from all areas – architecture, book art, photography, graphic design and fashion design.
MONA also generated a social media campaign to promote user engagement amongst the museum’s global audiences through their own personal experience of travel. Using the show’s ›ABC‹ concept, MONA executed an online competition over the course of five months that invited users to share photos from their travels on social media, featuring the first letter from their destination. The best images were then featured in the foyer of the exhibition at Kunstbibliothek, and the first three places received prizes.
MONA managed the content development and monitoring of social media posts across all platforms throughout the course of the contest.