Marina Abramović is undoubtedly the queen of performance art. For almost 60 years, she has fearlessly sacrificed her body, her mind, and even her partnerships for the sake of her life’s work. Not surprisingly, her name has gone beyond the confines of the sacred halls of museums. If you say ‘Marina Abramović’, people will have some idea of who you’re talking about. But what Marina really did want to achieve all her life, was to let her work do the talking. 
So when the Kunsthaus in Zürich decided to dedicate one of Marina Abramović’ biggest retrsopectives to date to the Serbian-born artist, we wanted to now let the work really do the talking. And as the Kunsthaus Zürich had been all over the news recently because of stolen artworks, we decided to flip the script – and invite everyone to become and art thief by themselves. Under the moniker ‘Steal Marina’s Artwork’, we launched careful instructions on how to recreate three of the artist’s pieces and launched them on Social, Print and Out of Home. Including her monumental work ‘The Artist Is Present’. To finally let Marina’s work transcend from the confines of the museums’ halls as well. And to turn the campaign itself into a piece of collective performance art – that will be part of the retrospective.

PS: For what it’s worth; it’s pretty cool to hear that Marina Abramović likes your ideas. 

Created as Freelance Creative Director for Sir Mary, Zürich.