SAN FRANCISCO, CA (July 27, 2017) — A tight, abstract crop of the Golden Gate Bridge juxtaposed against Mark Rothko’s shimmering color field painting, No. 14, 1960. The spring tones of Napa vineyards paired with Wayne Thiebaud’s color-soaked Flatland River. The iconic rainbow flag flying in the Castro alongside Ellsworth Kelly’s painting, Spectrum I. In the new See Them Both campaign from the San Francisco Museum of Modern Art (SFMOMA), iconic, must-see destinations in the city are placed side-by-side with iconic works from the museum’s collection encouraging visitors to “See them both.” The campaign, created by the San Francisco Bay Area–based advertising agency Division of Labor, features out-of-home, airport, digital, mobile and social media executions and debuts in the Bay Area in July 2017.
“San Francisco is famous for its rich cultural legacy and beautiful, iconic landscapes, so what better way to enjoy this city than by pairing those two attractions together?” said San Francisco Mayor Edwin M. Lee. “When visitors step inside SFMOMA they will be seeing more than world-class contemporary artists like Ellsworth Kelly and Mark Rothko; they will be introduced to the artistic hallmarks that make this city so special. After seeing this ad campaign, we are sure that our San Francisco visitors will be inspired to see all the wonders of the both the city and the museum.”