Idea
Once the mark of the outcast, tattoos have come a very long way representing individuality, creativity, and art in today’s society. In fact, 25% of Canadians have a tattoo. So, if tattoos are considered an art form by so many, why doesn’t the art world give tattoo artists the recognition they deserve?
Solution
#ThePermanentCollection took over the art world by displaying tattoo art on live subjects in the most prestigious galleries in Montreal. We also infiltrated art galleries across the globe, by asking people with tattoos to post photos of their ink using #ThePermanentCollection.
Results
The campaign received 14 million views, and over a thousand posts in galleries as far from Canada as Melbourne, Tokyo, Paris, and Santiago.
