Download - Jay Chiat Awards

THE DALÍ MUSEUM GOODPAK
The folks at Hipstamatic loved the idea of helping people see the everyday world through
the eyes of Dalí enough to agree to donate their production time for free. This, by itself,
was a huge deal, as we had removed our production—not just media—costs. But this was
just the beginning.
Together, we created the “Dalí Museum GoodPak.” This was a photo-editing “lens” that
used the idea of “startling juxtapositions” that lay at the core of the “Surrealist Manifesto”
and then “printed” this image with a painterly effect.
The Pak would be on sale to Hipstamatic users in their in-app store for a limited time—i.e.,
the two months leading up to the launch of the new museum building on January 1, 2011.
By making the product perishable, we hoped to drive not just downloads, but newsworthiness.
But perhaps the most important piece of the partnership was that Hipstamatic agreed to
donate all their revenue from sales to the museum, so we not only had reduced costs to
zero, but also had created a potential new revenue stream for the museum. The museum
would receive $0.70 every time someone downloaded their piece of communication.