Motivate people to visit the exposition “100 years of advertising classics” (ReclameKlassiekers) in a way that appeals to both regular consumers as well as to the people in the industry. Make the organisation behind the exposition, Het ReclameArsenaal, more known and relevant to the public. Do this without funds.

The "when" concept is a tribute to advertising classics in Dutch history. It addresses the collective memory of a nation. It takes you back to the time when, for instance, women still sat on hoods of cars. The art direction is in the tradition of cultural museum posters to create a healthy tension between advertising and 'art'.

Over 70,000 people visited the exposition, more than the amount of people we had estimated (based on the maximum capacity of the museum).The exposition was so successful it was extended to give more people the chance to visit.The campaign got 1.4 million Euros worth of free exposure.It gained well over half a million Google hits within just 6 weeks.70% of Dutch people have seen the campaign during the campaign period and 60% found the campaign provocative and intriguing.