Vienna is home to some of the world’s most iconic artworks. 100 years ago, their artists fought for the free expression of their art. 100 years later, Facebook and Instagram’s algorithms make their fight obsolete. And label Viennese art „pornographic“. Leading to blocked accounts and deleted posts. Our brief was to advertise Vienna’s cultural heritage in this very climate.

The work started a global discussion – a discussion which has already been held more than 100 years ago in Vienna: Who is allowed to censor artworks?

To protest censorship, we took every piece of explicit art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content. The PR-stunt quickly went viral. With these numerous articles, posts, videos and TV-coverage, the stunt started a global discussion on the question: Who has the right to censor the art we consume?

OnlyFans was used as a creative tool, its specific audience and reputation to communicate the brand message of the Vienna Tourist Board: That Vienna is a libertine and open destination for travellers.

The execution was simple: We launched the OnlyFans account and spread the opening of the account with a simple PR release.

2.500 articles worldwide.

36 TV coverages.

More than 760 million people reached.

2.5 billion impressions.

150 million engagements.