SKV Communications has mixed together a palette of low brow and high brow culture to craft an eye brow raising PR masterpiece for client MOSI (Museum of Science & Industry) in Manchester.
A work of art?
Faced with the task of connecting with potential audiences to promote the attraction's upcoming exhibition - Da Vinci, The Genius - the team drafted in Michelle Keegan from Coronation Street, photographer Paul Jones and hair and make-up artist Armand Beasley.
Together the latter two transformed the former one into someone as far removed from her chavvy Corrie character Tina McIntyre as its possible to be, as you can see here.
SKV MD Andy Spinoza explained the thinking behind the project: "Michelle’s homage to the legendary Mona Lisa is to make people see the painting afresh,” he said, adding, “It’s one way we can help the museum reach new audiences.”
As well as creating the image for distribution to the press, the team also shot the featured video for viral distribution and will be supporting the activity on Twitter, Facebook and YouTube, in addition to a dedicated Da Vinci - The Genius social network hub built on the Ning template http://www.davincithegenius.ning.com/.
The exhibition itself opens at MOSI on 14 November.
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