Museum Folkwang

2012 by Alex and Bernie for Serviceplan

Museum Folkwang has two problems. First: It’s in Essen. And Second: Apart from classics of the modern era, the museum’s main focus is contemporary art - art that usually leaves people perplexed rather than excited. We can’t change the location, but maybe our campaign can help sway public opinion a little. With a new claim that positions the museum clearly based on the tradition of its collection and where it stands today. And with headlines that play with prejudices about modern art. The result: a brave campaign with a healthy amount of self-mockery.

The Campaign “Prejucides”