The Last da Vinci: The World is Watching
Christie's
Issue 46 | March 2018
Agency
Droga5
Creative Team
Creative Creative Chairman David Droga Chief Creative Officer Ted Royer Creative Directors Laurie Howell, Toby Treyer- Evans Senior Art Director George McQueen Senior Copywriter Tom McQueen Chief Creation Officer Sally-Ann Dale Production Co-Directors of Film
Production Team
Production Jesse Brihn, Bryan Litman Senior Producer Jennifer Chen Producer Isabella Lebovitz Associate Producers Phillip Cheng, Kelly Appleton, Annie Vlosich, Carlos Valdivia Co-Directors of Interactive Tasha Cronin, Justin Durazzo Producer, Interactive Grace Wang Producer, Print Nichole Katsikas, Rose Mahan Production Company Chelsea Pictures Director Nadav Kander
Other Credits
Other Communications Strategy Director Ben Nilsen Chief Intelligence Officer Amy Avery Group Account Director Alex Woods Account Director Lauren Tomlinson Account Manager Sherry Cao Project Manager Hillary Jordan Global Chief Strategy Officer Jonny Bauer Group Strategy Director Will Davie Strategist Daniel Wenger Head of Communications Strategy Colleen Leddy Clients CMO Marc Sands SVP, Global Marketing Director Marissa Wilcox
Date
November 2017
Background
There are fewer than 20 paintings by Leonardo da Vinci in the world. So the discovery of a new one raised interest around the world when it came to be auctioned at Christie's in New York.
Christie's partnered with Droga5 to bring the world's attention to the significance of what was happening, the sale of probably the last Leonardo da Vinci.
Idea
The painting was placed on display and as the world looked on, Leonardo looked back. A film captured exactly how breathtaking this work was by simply not showing it at all. Hidden cameras documented the real emotions of visitors to Christie's, showing the impact this piece of art history had on them.
"The Last da Vinci" was brought back into the public eye by sharing the emotional story of how the world responded to seeing this very private painting on public view.
Results
337k+ video views
Our Thoughts
This is a marvellous film shot by the marvellously talented Nadav Kander about a most marvellous painting.
But like the painting, the video has, I think, more depth to it than you might think.
Originally thought to be one of a number of copies of a lost original, "Salvator Mundi" was bought at auction in New Orleans in 2005 for under $10,000. It was given a thorough cleaning, after which it was authenticated as an original Leonardo. On November 15th 2017 it was bought for the Abu Dhabi Louvre for $450,312,500 at Christie's.
Actually, the purchase price was $400 million and the other $50.3 million were fees.
So why make a film about it? Firstly, not all scholars are convinced the picture is the real thing. In return for their $50.3 million, Christie's are doing their client a favour. The video helps create an aura of public certainty about the painting. If it can move people so profoundly, then it must be a genuine Leonardo. Incidentally, in promoting the picture, the film was also promoting the museum, which opened only four days earlier.
Secondly, it's an interesting ad for Christie's. It makes the auctioneers seem approachable so that, if you happen to have a picture or an heirloom to sell, you wouldn't feel inhibited walking in off the street.