Most of the 25 million people who visit San Francisco each year will wonder: What could the voluptuous sea lions of San Francisco’s Pier 39 have in common with a sculpture by artist Martin Puryear? Or the international orange–hued towers of the Golden Gate Bridge with Mark Rothko’s shimmering color field painting, No. 14, 1960? Or a classic California Street cable car with Piet Mondrian’s Composition with Red, Yellow and Blue? The commonalities become clear in See Them Both, a new campaign from the San Francisco Museum of Modern Art (SFMOMA). The museum worked with Sausalito, California–based ad agency Division of Labor to link ten beloved San Francisco icons, including Karl the Fog, Alcatraz and Golden Gate Bridge selfie takers, with gems in SFMOMA’s collection. The campaign will appear in the airport, across mass transit, online and at iconic sites around the city, using its strong visual associations and playful humor to inspire travelers in all the places where they are most likely to ponder their next moves.
These outdoor ads by Arnold Worldwide capitalize on the passion of New Englanders.