
One campaign that stood out to me was a campaign for Tate Modern by Fallon. The video below sums up the idea behind campaign idea, Tate Tracks:
Just to give you some background information, Tate Modern had some success drawing in that audience but they struggled to keep them. The reason why this campaign gets a mention today(a highly honorable feat if I say so myself) is that the thinking behind it provided a long term benefit. We all know that music plays an integral role in the life of the audience they were looking at (Tate Modern used music in their previous attempt) but Tate Tracks went the extra mile by getting into the heads of the musicians. The question asked wasn't (only) "How do we get the consumers attention?" but "What do they consider as art?" "How do they contribute to art?"
"Lateral thinking is concerned not with playing with the existing pieces but with seeking to change those very pieces" (SOURCE). The campaign changed traditional art by tapping into the inspiration it provided to musicians.
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