Christie's "Own the controversy" by Lida

Christie's is promoting an upcoming auction Jeff Koons' Rabbit sculpture by tapping into the controversy that has surrounded the artwork since its unveiling in 1986.

Some saw Rabbit (the first of Koons’ famous mirrored balloon pieces) as a sharp social comment on consumerism, while others saw it as a cheap visual trick.

The global campaign features starkly contrasting quotes about the piece from prominent critics. People are invited to tweet about the work using the hashtags #goodbunny and #badbunny.

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