Art as a mouthpiece for current issues, today – just like back then.
Challenge
The Leopold Museum in Vienna is a renowned private museum that houses the world's largest collection of Austrian art from the 19th and 20th centuries. The art of Viennese Modernism, including works by Gustav Klimt, Egon Schiele and Oskar Kokoschka, plays a central role in the collection. The permanent exhibition ‘Vienna 1900’ is the largest exhibition on Viennese Modernism and sheds light on the cultural and social life of the metropolis at the turn of the century.
The task was to bring this historical collection closer to a contemporary audience and to highlight the timeless relevance of art from Vienna around 1900. The works of artists such as Schiele, Klimt and many others already reflected social tensions, questions of identity and the struggle for freedom around 1900 – themes that are still very relevant today. The aim was to highlight these parallels and present the historical art in such a way that it reflects current discussions about diversity, inclusion and democracy.
The campaign aims to motivate visitors to view the exhibition and not only be inspired to reflect, but also to actively engage with their own attitudes and the current social situation. A delicate balance is required between preserving cultural heritage and opening up a new, contemporary dialogue.
A strong sign of diversity and tolerance.
Solution
Our idea for the ‘WE ARE MANY’ campaign was to use art as a platform for social statements – inspired by Viennese Modernism, in which artists already understood their works as a form of protest.
We took up and visualised precisely this idea of ‘art as a form of protest’: works of art were transformed into ‘demonstration signs’ and staged as statements on current issues such as gender identity, diversity and social injustice. Eleven selected artworks were positioned as striking signs in the exhibition rooms of the Leopold Museum, accompanied by powerful slogans such as ‘NEVER AGAIN’ and ‘THE FUTURE IS GENDER FLUID’. This staging created a strong visual connection between historical masterpieces and current social debates.
A great deal of passion went into developing the conceptual link between the artworks and social messages in order to achieve maximum emotional impact.
The campaign was visible in the exhibition rooms of the Leopold Museum, complemented by accompanying communication via OOH, digital and social media. Targeted placement and video statements by renowned personalities from the worlds of art, culture and science further strengthened the campaign's reach.
Visitors are not only inspired by the art, but also encouraged to actively engage with the relevant issues.
‘The Leopold Museum takes its responsibility as a cultural and educational institution for promoting diversity, inclusion and a vibrant democracy seriously. The pluralistic society in Vienna around 1900, which made the metropolis a cultural capital, serves as a role model for us here.’
Director
Leopold Museum
‘After joining forces last year with the ‘A Few Degrees More’ campaign to promote climate protection, we are delighted to be working with the Leopold Museum on another controversial issue of our time. We hope that many other museums will join the ‘We are many’ movement.’
Creative Director
WIEN NORD Serviceplan
Key Takeaways
#1
Historical works as powerful statements for diversity and tolerance.
#2
Art connects history with current social issues.
#3
Museums serve as places where people can be confronted with uncomfortable topics.
