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VW GIFAWAY // Volkswagen sponsored MoMA's first ever musical retrospective featuring Kraftwerk, performing each of their eight albums over eight nights. As sponsor, VW had 800 tickets to give away. When MoMA's own ticketing site crashed and failed, VW came to the rescue with the VW GIFaway, an art exchange for tickets to the sold-out shows. Fans submitted original animated GIFs for a chance to see Kraftwerk. Our goal was to make Kraftwerk fans the star of the show. Animated GIFs are the currency of the internet. GIFs also fit the Kraftwerk aesthetic, and the art exchange complemented MoMA's role of celebrating the arts.

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