The media idea: We reach out to an audience that expects to see depictions of beauty. We show them that beauty ideals have changed. Drastically.So we painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty.

The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANAD’s website increased by 16 %. And ANAD received some remarkably high donations.