The surprise element elevates PlayArt to one of the most powerful and significant art forms of all times. The heART Pill Box is a small example of PlayArt and features the surprise element in a very demonstrative and convincing form.
The heART Pill Box was used by two large pharmaceutical companies as a promotion of a heart medication. It was later established as the best and most memorable promotion of the entire health technology industry (annual revenue more than $1,000 billion, globally the largest industry).
Since surprises are also a critical part of communication in general, the promotion, using PlayArt as marketing tool, worked out to everyone’s advantage. It proved to be exceptionally memorable.
As part of the promotion, Bayer AG in Germany also published Ernst Lurker’s book PlayArt and Creativity for which he designed the entire appearance of the book, from type to book jacket.
MoMA sold the heART Pill Box in the museum shop in 1988-89.