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Deutsche Bank's Ad Campaign for "MoMA in Berlin", Design: cityrama, Berlin

A Success Story – The MoMA in Berlin:
6 million euros in profit are slated for the Foundation for Contemporary Art / Advertising prize for Deutsche Bank’s ad campaign / MoMA in Berlin commemorative book



As exclusive sponsor of The MoMA in Berlin, Deutsche Bank is more than pleased over the exhibition’s enduring success: around 10 months after the end of the spectacular show, the Association of the Friends of the New National Gallery has established a foundation for contemporary art whereby the interest from the foundation capital deriving from the exhibition’s profits provides the New National Gallery / Hamburger Bahnhof Museum of Contemporary Art with a permanent budget for purchasing contemporary art. The Berlin Senate granted the foundation charter, and the foundation commenced work on July 1 2005. A significant part of the surprisingly high profits from the MoMA exhibition – six million Euros in all – will be paid to the Foundation of the Association of the Friends of the National Gallery for Contemporary Art. The foundation, which lends an enduring form to the success of the MoMA exhibition, is meant to intensify the dialogue between decision-makers at the National Gallery and the young international art scene, creating the possibility to acquire contemporary art works close to the time they are being made. The foundation’s aim is to exclusively purchase contemporary art for the New National Gallery / Hamburger Bahnhof Museum of Contemporary Art. According to the statutes, works by artists no older than 45 may be purchased, while the work themselves must have been made during the ten years prior to the time of purchase. Thus, the Foundation of the Association of the Friends of the National Gallery for Contemporary Art is the first foundation in Germany whose exclusive purpose is to purchase contemporary art for a state museum.



Deutsche Bank's Ad Campaign for "MoMA in Berlin", Design: cityrama, Berlin

Those responsible have an annual budget of around 300,000 euros. The works to be purchased will be decided on by an independent acquisition committee voted in for a period of two years.

In addition, at the end of June, Deutsche Bank’s MoMA in Berlin ad campaign was presented with the Art Award. The prize, which was given for the first time, was established by the Hamburg art magazine art in celebration of its 25th anniversary. The award is given to ad motifs from the field of print advertising whose effect is primarily based on an innovative image idea visually addressing the reader in an intelligent way. The winners are selected from around 1,000 motifs printed throughout the year 2004. Alongside renowned agencies such as Jung von Matt and Ogilvy & Mather , whose campaigns for Runners Point and Dove were also honored, the young Berlin agency Cityrama took third place for The MoMA in Berlin. The motifs, commissioned by Deutsche Bank, showed famous artists strolling through Berlin accompanied by mottoes such as "Warhol’s in town" or "Duchamp’s in town."

Finally, for people who think wistfully back to the lines in front of the National Gallery, the MoMA in Berlin commemoration book is just the thing: approximately one year following the exhibition’s opening, the project directors of the The MoMA in Berlin exhibition, Katharina von Chlebowski and André Odier, have published a comprehensive limited-edition volume documenting the show with numerous large-scale illustrations. The book is available, of course, in the museum shop of the Deutsche Guggenheim.