We decided to first bring the gallery to the target group. What happens when you secretly exhibit original artwork, free for anyone collect, on the streets of Stockholm?

300 original artworks were posted all over the city, disguised as posters. To some, they looked like common advertising, but to others they looked like something out of the ordinary. On the back you’d find the artist’s signature along with a message and an invitation to the opening night. Our goal was to increase the number of people attending the opening with 100% (from the last opening’s 120 people to 240 people)

In 3 days, more than 160 people took the time to visit the campaign site and explain what artwork they had found and where. The campaign also spread like wildfire on social media. With hundreds of posts on instagram and twitter, the quest for the remaining artworks continued for weeks.

But most importantly, the campaign goal to increase the attending number of people at the exhibition opening from the previous exhibition’s 120 to 220 was widely surpassed, reaching the total sum of 573. An increase of almost 500%. This made it Wetterling Gallery’s most popular opening night in 30 years