Related Articles
View AllArtificial Group Wins Silver Drum at Golden Drum Festival 2025 for Bringing Classical Art into the Meme Age
In a playful yet profound twist on tradition, Hungarian creative agency Artificial Group has earned a Silver Drum at the 2025 Golden Drum Festival for their groundbreaking Yettel.Hungary ARtmemes campaign — a bold blend of classical art, augmented reality, and meme culture.
The collaboration between Yettel, Hungary’s leading mobile-only telco provider, and the Hungarian Museum of Fine Arts, ARtmemes aimed to reframe how people connect with classical art — not as spectators, but as creators.
Visitors to the museum were invited to use their phones to interact with the collection via custom AR filters. The result? Thousands of stand-out, share-worthy memes that brought centuries-old masterpieces into the digital spotlight — without losing their cultural essence.
“As Yettel is a dynamic telco brand, we wanted to boost their valuable collaboration with the Hungarian Museum of Fine Arts by developing a stand-alone platform to boost discovery, enrich the everyday and make it fun all the way,” summarized Gergő Horváth, Chief Creative Officer of Artificial Group, the agency behind the activation.
Within just two weeks, the campaign sparked over 6,000 unique memes, resonating across age groups and cultures. Its viral appeal and educational twist have since prompted the museum to expand the program to its seasonal and permanent exhibitions.
The ARtmemes activation is a testament to what happens when innovation meets intention. By tapping into current digital behaviors and pairing them with artistic heritage, Artificial Group reimagined how institutions engage audiences and how brands can add cultural value.
A resounding congratulations to the entire Artificial Group team on this well-deserved achievement!
