Viral Hooks
Trending short videosArt installation ATM ranks wealth
M

@mschf

Instagram · Carousel

@mschf ATM Leaderboard by MSCHF. An installation at Art Basel Miami which is a real ATM that creates a leaderboard of people based on their bank balance.

View original on Instagram

Performance

Views
614K
Likes
40.9K
Comments
511
Engagement
6.8%

Video #9056 · Carousel

Art installation ATM ranks wealthfrom @mschf

[01]

Overview

This carousel post documents the 'ATM Leaderboard' art installation by MSCHF at Art Basel Miami. The photos showcase the ATM itself, close-ups of its screen displaying a public ranking of users' bank balances, and the large, engaged crowds it attracted. The post captures the essence of this provocative and viral piece of interactive social commentary.

[03]

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[04]

Classification

Format
Carousel
Concepts
Event ShowcaseCandid Spectacle
Elements
Gamified UI Overlay
Account
BrandPersonal Brand
Topics
ArtSatireTech

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Verbal hook · 55%

a real ATM that creates a leaderboard of people based on their bank balance.

Visual hook · 45%

The primary visual hook is the surreal juxtaposition of a mundane object, an ATM, within an art gallery setting, featuring a 'LEADERBOARD' screen. The large crowd of people eagerly lining up to publicly display their bank balance creates a spectacle of social proof and intense curiosity.

Themes

  • Wealth disparity
  • Exhibitionism
  • Privacy vs. Publicity
  • Gamification
  • Social status

Techniques

  • Documentary photography
  • Candid capture
  • Environmental portraiture

Trends

  • Interactive art installations
  • Viral art
  • Experiential marketing

Post caption

ATM Leaderboard by MSCHF. An installation at Art Basel Miami which is a real ATM that creates a leaderboard of people based on their bank balance.