In the future, everyone will be world-famous for 15 minutes

Introduce a TV show that brings art and pop culture to a wider audience.

We gave everyone 15 minutes of global fame, showcased on the walls of Europe’s most prestigious contemporary art institution: the S.M.AK. in Ghent. Through the Instagram #CultureClubInSmak, photos instantly adorned to the museum walls, sharing the spotlight alongside icons like Francis Bacon, Marina Abramović, and Andy Warhol.

Creators experienced this spectacle in real-time, through a live stream and shared their 15 minutes of fame online. Weekly, the museum director handpicked the top 5 entries. Those creators were interviewed & spotlighted in national newspaper De Morgen. (Partner of SMAK)

The concept gained momentum across TV, social media, and PR, drawing a massive response: 120,000 minutes of diverse fame, from artists, quirky selfies, and dogs.

Role: Concept + Art.

Mortierbrigade Brussels: Jan Schoofs: Concept + Copy Joost Berends: Creative Director