Remember when you took a picture and had to wait for the film to develop before you could see it? We wanted to remind people of ancient times before Photoshop when what you saw through the lens was actually what you got. By putting a plastic film with print in an old polaroid camera, we were able to take pictures that were developed with the museums' logo on them. Then we hunted down the target audience and took their picture. The result: an old school snapshot of the target audience as well as a flyer that you’d want to keep.

Hundreds of very real pictures were taken in parks and out on the streets of Stockholm, with ordinary people (and some animals!) as models. The attention around the event let us talk to the target audience and awaken them with emotion, taking them on a sentimental journey and not only open their minds to this exhibition but also the photography itself. Not only did they get a great souvenir, but also a nice reminder that a picture was once you put in a frame or in an album.