London International Awards
2022 Winners and Finalists
Grand LIA
Creativity In PR
Entrant: | Jung von Matt DONAU, Vienna |
Brand: | Vienna Tourist Board |
Title: | "Vienna Strips on OnlyFans" |
Corporate Name of Client: | Vienna Tourist Board |
Heads of Global Brand Marketing: | Claudia Wieland/Lukas Merl |
Agency: | Jung von Matt DONAU, Vienna |
Chief Creative Officers: | Werner Singer/Andreas Putz |
Creative Director: | Michael Maria Morgenbesser |
Copywriter: | David Schneider |
Art Director: | Denise Danninger |
Strategic Planner: | Lukas Quittan |
Account Management: | Sandra Ulrich/Sonja Schreder |
Motion Designer : | Julian Frener |
Written Brief:
100 years later, Facebook and Instagram’s algorithms make their fight obsolete. And label Viennese art „pornographic“. Leading to blocked accounts and deleted posts.
Our brief was to advertise Vienna’s cultural heritage in this very climate.
To protest censorship, we took every piece of explicit art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content.
The PR-stunt quickly went viral. It resulted in 2,500 articles worldwide, reaching more than 730 million people. It garnered 2.5 billion impressions and 150 million engagements.
With these numerous articles, posts, videos and TV-coverage, the stunt started a global discussion on the question: Who has the right to censor the art we consume?
RESULTS 2.500 articles worldwide. 36 TV coverages. More than 760 million people reached. 2.5 billion impressions. 150 million engagements.