MTL Tattoo The Permanent Collection | Clapboard Ad Archive

The Permanent Collection

Description

Launched in Canada in January 2020, The Permanent Collection is a groundbreaking experiential campaign created by Dentsu for MTL Tattoo, a brand dedicated to elevating tattoo artistry. This campaign strategically positions tattoo artists as respected creators within the broader art world, challenging traditional perceptions by showcasing tattoo work alongside the world's most revered masterpieces. By embracing the beauty and professionalism inherent in tattooing, The Permanent Collection not only celebrates the craft but also advocates for its rightful cultural recognition. The campaign leverages a powerful single media asset to engage audiences and invites widespread participation through the hashtag #ThePermanentCollection, encouraging both art lovers and the tattoo community to join the conversation. With a focus on authenticity and artistic integrity, MTL Tattoo and Dentsu have crafted a compelling narrative that bridges the gap between popular culture and fine art, enhancing brand prestige while highlighting the skill and creative vision of tattoo artists. This campaign redefines tattooing as a legitimate and permanent form of artistic expression, resonating deeply within the Beauty and Professional Services industries and sparking meaningful dialogue about art, identity, and cultural value.

Credits

Client

MTL Tattoo

Agency

Dentsu

Creative Director

Sébastien Rivest, Julien Thiry

Copywriter

Siname Pogossian

Art Director

Sophie Forge

Account Management

Cloé Boulianne

Producer

Vicky Painchaud

Director

Cédric Conti

Post Production

Chop Chop

Music

Lamajeur

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Campaign Proposition

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