Flipping Creativity on its Head with Art

unnamed-9Audiences across the Globe Turn into Art Critics with #ART140 

It’s without a doubt that digital technology has opened the doors for the world to participate in culture. This participation has revolutionized our society – from knowledge sharing on Wikipedia, to photography on Instagram, to even how we get the news on Twitter.

But what about art?

Unfortunately, there hasn’t been a similar platform for everyone to express their opinions and share their perspectives on the first and original form of creativity. That is, until now.

Enter: ART140

A few months back, my team at creative agency POSSIBLE launched the “ART140” social experiment at SXSW in collaboration with The Museum of Modern Art (MoMA). This initiative was designed to harness the power of social media and encourage the public to freely share its points of view, while celebrating creativity in its purest form.

The ART140 website at artoneforty.com features iconic works of art from MoMA’s collection and inspires audiences worldwide to join the conversation in 140 characters or less on Twitter, via the hashtag #art140 along with the hashtag of the artist’s name.

And now the results are in. We’ve innovatively unveiled what we’ve learned from the initiative, in a unique visual installation on display for the Cannes Lions International Festival of Creativity. The installation itself serves as an interactive art gallery, with visitors able to tweet their opinions about the artworks on display and see their tweets print out in real-time – bringing the analog world to the digital world, and vice versa. The new tweets are measured and analyzed in real time, and insights are revealed on the ART140 website to illustrate the conversations sparked among the Cannes community during the Festival.

The first index created was to analyze the “stream of consciousness” of each tweet versus those that utilized more conventionally structured language. We found that the familiarity with a specific artwork directly correlated with a higher ranking on the index, whereas tweets critiquing less familiar artworks resulted in a lower ranking.

On the other hand, the Cerebral Index determined which tweets were the loftiest in tone as well as which artworks attracted the most of these tweets. When compared to tweets relating to entities such as celebrities and popular bloggers, ART140 tweets ranked at the index’s lower end – an indication of the human and straightforward way the art was referenced.

The next index analyzed positivity – with the majority of the tweets about ART140 being decidedly positive in nature. A work’s ranking on the index correlated with the artist’s composition and subject matter. For instance, Gauguin’s Seed of the Areoi ranked highest – partially due to its Tahitian backdrop.

The last significant observation coming out of the analysis is that different times of day evoked different emotions, with lunch time bringing the “happiest” of tweets. However, the greatest volume of tweets posted at night when the work day ended, especially for Van Gogh’s The Starry Night.

We’re working to prove that creativity goes beyond the confines and limitations of appointed juries and shortlists. With the world as its “jury,” Cannes is the perfect setting for this creative social experiment. The installation and visual representation of our findings clearly show how ART140 has taken the art world to a place never before explored, and we anticipate this being the first of many creative ways we will give people a voice that is truly meaningful.

As we spend the week in Cannes overloading on everything from awards to Instagram pics of the beach, I hope ART140 acts as a reminder about the role of creativity in our world – a reminder to remember artists like Van Gogh just as much as we remember Super Bowl ads.

Judging shouldn’t be limited to appointed judges, but about helping people better understand the world around them – and sometimes simply encouraging them to find their own voice.

Jason Minyo is currenly the Group Creative Director at POSSIBLE, a global digital agency that offers clients award-winning digital strategy, performance marketing, and creative design. Minyo is also the Founder of  I  ♥ Thorsday, bringing creatives together one Thursday a month. He was a part of the #ART140 project, providing The Makegood with specific insights from the results.