Our campaign concept began to take shape as we discovered that the Walker was founded on a question to the people of the twin cities:
“A community center for art… shall we take it?”
WALKER ART CENTER, FOUNDING CHARTER
And that spirit was reinforced in their more recent mission statement, “Walker programs examine the questions that shape and inspire us as individuals, cultures, and communities.”
We also knew it was critical for the 75th celebration to not simply look into the past, but embrace the current moment, to reconsider, and look forward. We interviewed curators of architecture and design, education and public programs, moving image, new media, performing and visual arts. Each person we met with had a unique perspective on the “undefinable” organization.
“The Walker’s history of asking provocative and timely questions through the artists we present quickly emerged as the most authentic to our mission and the one with most creative potential to celebrate our 75th anniversary as a public art center.”
CURATOR OF ARCHITECTURE AND DESIGN, WAC
The only true constant over the years: Question Everything. This concept became the focal point from which we could engage all the parts of the Walker, from curators to key staff to board members to artists, and the conduit from which they could participate in defining the Walker at its anniversary moment. It became the organizational mantra, the title of our film, and paved the way for a larger campaign —produced by the Walker’s internal teams— that included outside advertising design, a microsite, public engagement project and an exhibition.