The promo 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. We displayed the new paintings in renowned museums right between other masterpieces 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% whilst ANAD received some remarkably high donations.