It’s no secret anymore: algorithms listen in on every single thing we say. This has profound impact on our daily lives. Because they limit what we see on our social media profiles. Vienna modernism was directly opposed to that: Trying to expand our horizon, instead of limiting it. The Vienna Tourist Board wanted to advertise the spirit of Vienna modernism. That’s why in our radio campaign, we used descriptions of some of Vienna’s most iconic artworks to break the repetitiveness of our algorithms. Feeding them something new, so in turn they would feed us something new as well. Promoting the art of Vienna modernism. And using the audio as a tool to alter our algorithms.

The radio spot “Gustav Klimt – Death and Life”.

(Speaker:)

“It’s no secret: Your algorithm is always listening. Yes, even to this. In order to feed you more of what you like. But it only feeds you more of the same. We think it’s time you break its repetitive whip. So here’s a description of Gustav Klimt’s “Death and Life.”. Now, put your smartphone in front of your speakers. And have your algorithm listen to this: (SFX: clears throat)

Skeletal remains.

A hug for the ages.

A wretched smile

A mace

An old woman

A new-born baby

Pyramids

Patterns

Crosses

Cloaks

Colours

And the eternal circle of creation and destruction.”

(Pay-Off:)

“Break your algorithm with Vienna Modernism.

Brought to you by the Vienna Tourist Board.”