To dramatise that the exhibition consisted of new work from new artists, we came up with the idea that the paintings are so new that the paint is still wet.The campaign used this concept in a variety of different media:Posters where the paint from the paintings was dripping down on the sidewalk.Spread ads where it looked like the paint from a painting had put stainson a ”fake ad” from another brand on the opposite side of the spread.Banners where paint from a painting was dripping down on a ”fake banner” from another brand placed right below.Invitation to the opening night on a piece of paper stained with paint onthe same type of paper used to protect the floor when you paint the wall.

Hötorget Art Club had set a goal of 4000 visitors. 6000 attended.