20 YEARS OF THE LEOPOLD MUSEUM: WHAT WILL YOU FEEL?
Emotional advertising campaign to kick off anniversary celebrations
The Leopold Museum Private Foundation is kicking off its celebrations to mark the 20-year anniversary of its inception with an extensive advertising campaign. In cooperation with the creative agency Jung von Matt DONAU, the museum decided on a surprising strategy which – contrary to the usual practice in the museum sector – largely dispenses with images of “highlight art”.
“What will you feel?” The Leopold Museum wants to know and focuses on the sensations triggered in the viewer when looking at original works of art, such as Elisabeth M. before Egon Schiele’s famous painting Seated Male Nude (Self-Portrait), known as “Yellow Nude”: “ALL COLORS FLOW INTO MY BODY UNTIL MY ENTRAILS SHINE.” The thoughts launched in the campaign encompass gender issues as well as fears of the present, range from feelings of happiness to sadness, tell of shame or excitement. Perplexity meets knowledge, painful loss meets emotional gain.
Leopold Museum Director Hans-Peter Wipplinger explains the courageous decision for the new, extraordinary advertising line: “The multifaceted nature of the idea encouraged us to realize this unconventional advertising campaign. As an almost magical “place of strength”, the museum offers an immeasurable variety of impressions. Viewing the works of art elicits feelings in us that are as diverse and individual as art and its creators. Celebrating our 20th anniversary, we invite you to look at the original masterpieces of Viennese Modernism, from Gustav Klimt, Koloman Moser and Broncia Koller-Pinell to Richard Gerstl, Egon Schiele and Oskar Kokoschka in the Leopold Museum and to feel the emotions triggered by these art encounters.”
20 years of the Leopold Museum: The campaign
The campaign “20 YEARS OF THE LEOPOLD MUSEUM. WHAT WILL YOU FEEL? FIND OUT: AT THE LEOPOLD.” launches seven print subjects, which will be advertised as large-format posters and city lights from September and also include placements in print and online media or flyers. All motifs are based on handwritten statements in order to preserve the subtleties and characteristics of the handwriting. The Leopold Museum’s advertising can be found out of home at Vienna Airport, at train stations or on screens in Vienna’s underground stations. The thoughts of the “testimonials” are spread on the social media channels of the Leopold Museum as well as in ORF radio spots in which the well-known actor Manuel Rubey lends the feelings a voice.
The Leopold Museum invites all visitors to join in the celebration, especially the Viennese public
With this campaign, the Leopold Museum invites visitors to embark on a unique emotional journey through the museum. A special call to action moment awaits the museum guests on a large illuminated wall in the museum’s upper atrium. The participatory idea behind it offers the opportunity to write one’s own thoughts about the works of art on anniversary cards after or during the visit to the museum. Visitors are invited to share their thoughts, feelings and experiences with the Leopold Museum and to reflect: “Which work has particularly inspired me? What feelings did it elicit?”
Celebrate with the Leopold Museum: Open House on 26th September
On the anniversary day, Tuesday, 21st September 2021 – the museum was opened on that day 20 years ago – an official ceremony for invited guests will take place. On the following Sunday, 26th September, anyone can visit the Leopold Museum all day with free admission.
20 years of the Leopold Museum:
- Open House: Sunday, 26th September, 10 am to 6 pm.
- Hourly free guided tours of Vienna 1900: from 10.30 am, last tour: 4.30 pm.
- Open LEO Kids Studio: from 10.30 am, participation free of charge for children aged 6-12
- Info points in the temporary exhibitions: from 11 am.
Exhibitions in September:
Vienna 1900. Birth of Modernism (permanent presentation) / Josef Pillhofer. In A Dialogue with Cézanne, Giacometti, Picasso, Rodin … (shown until 10th October) / The Body Electric. Erwin Osen – Egon Schiele (shown only until 26th September) /The Schedlmayer Collection. A Discovery! (on display from 10th September)
Anniversary competition and tote bags
Anyone who submits their emotions written on paper using the box provided on site can also take part in an anniversary competition. The main prize is a weekend for 2 in Vienna. Anyone who wants to carry the emotionally provocative advertising line with them at all times can do so in the form of trendy, specially produced tote bags available at the Leopold Museum Shop.
20 years of the Leopold Museum. The lottery:
The competition for the anniversary is now online on the Leopold Museum’s website: Main prize: an unforgettable weekend in Vienna with two nights in a junior suite in the luxury hotel Sans Souci, including champagne breakfast and spa area, a surprise menu at the Café Leopold, a visit to the Leopold Museum including a private tour of Vienna 1900 and two goody bags. Additionally you can win 20 annual tickets to the Leopold Museum!
To participate, please visit: www.leopoldmuseum.org/gewinnspiel