Art Fund and 101 ask what is the perfect work of art in new campaign

What does the perfect work of art look like? Is it a painting, or a sculpture? Is it more blue than purple, by Rodin or Picasso? Does it have a cat in it, or feature a woman wearing an ornate piece of jewellery?

One thing is for sure, to find the perfect work of art you need to select a panel of eight people and an enthusiastic chairperson to filter out dozens of artworks until just one – the perfect one – is left standing.

It’s a ludicrous task of course. A waste of time. A non-entity. All done simply to highlight the fact that there is no such thing as the perfect work of art. But with the National Art Pass everybody can find something they adore.

The film for the Art Fund, conceptualised by 101, was directed by Fred Rowson and production company was Colonel Blimp. It launches online and in cinemas from September 26th.

For over 110 years Art Fund has supported museums and galleries, helping them to buy and display great works of art for everyone to enjoy. The National Art Pass gives Art Fund members free entry to over 240 museums, galleries and historic houses across the UK as well as 50% off entry to major exhibitions.

Source: 101

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