What is The Magnes? Launch Campaign 2012

The staff of The Magnes Collection of Jewish Art and Life collaborated with The Hive Advertising in San Francisco to create an ad campaign for the launch of its new facility in 2012.

Many images of the holdings of The Magnes Collection were included in the ads, in thought-provoking juxtapositions that accompany newly created taglines which highlight the innovative elements of the new Magnes facility and program at UC Berkeley.

The question, What is The Magnes?, led us to the creation of unexpected answers, which address the multiple identities of our institution: a museum collection affiliated with a university library, a research think-tank in Jewish and cultural studies, and a cultural hub open to the community at large.

an un-museum
an objectorium
an artifactory
a gatherary

The creative staff of The Hive selected images from The Magnes’ Flickr photostream, demonstrating the relevance of integrating collection information with social media dissemination.