Our mission was two-fold: one was to rescue over 1.1 billion euros worth of abandoned art in the closets of Finnish homes and the other to create fame and fortune for Jani Leinonen, a Finnish artist. We combined these two objectives by inventing a new art form called Art Tuning. Together with Jani Leinonen we set up The Tuning Shop and The Gallery Of Tuned Art in downtown Helsinki and invited everyone to bring their abandoned paintings and offered to give those paintings a new life – not forgetting a healthy rise in their economic value.

With a non-existant budget we used all the free media we could get: 10 second break bumpers on TV, flyers, posters, e-mail, website and – as the word spread – dozens of newspaper and magazine articles.Above all, The Tuning Shop and The Gallery of Tuned Art in front of The Museum of Modern Art in downtown Helsinki was an incredibly effective channel of communication. It drew the daily attention of tens of thousands of people and attracted thousands of people to visit.