Brief:

Welti-Furrer is a leading company for fine art transports. Since 1838, its specialists have been transporting numerous masterpieces with utmost care. The aim of the campaign is to remind museums, galleries, curators, art collectors and artists of the brand.

Solution:

With Welti-Furrer, art goes on a safe journey. To illustrate this, we carefully packed the clothes and accessories of iconic paintings into matching suitcases. Just by looking at the suitcases, art lovers can recognize which painting is traveling.

Execution:

The paintings' clothes were tailored true to the original. The suitcases matching the epoch were found in antique shops. Photographs were taken in a soft light to reflect the visual signature of the great masters and their works.

Brand:

Welti-Furrer is a leading company for worldwide fine art transports. Since 1838, its specialists have been transporting numerous masterpieces with utmost care. The aim of the campaign is to remind museums, galleries, curators, art collectors and artists of the brand.

Idea:

With Welti-Furrer, art goes on a safe journey. To illustrate this, we carefully packed the clothes and accessories of iconic paintings into matching suitcases. Just by looking at the suitcases, art lovers can recognize which painting is traveling.

The biggest challenge was that no one today dresses in that style they did in the paintings of the past. (“Girl with a Pearl Earring”, for example, was painted in the year 1665.) That's why we had to have all the clothes and accessories tailor-made by hand, true to the original. The suitcases matching the epoch were found in antique shops in Zurich, Paris and London. Photographs were taken in a soft light to reflect the visual signature of the great masters and their works.

According to Markus Maushart, Managing Director of Welti-Furrer Fine Art Ltd: «Once a year, the art scene meets in Switzerland at ‘Art Basel’, the world's largest art fair. It attracts around 70,000 visitors from around the globe, including the most influential gallerists, collectors, curators and artists. With posters precisely placed around ‘Art Basel’, we reached the whole art world efficiently. Because our campaign worked with artistic methods and also demanded an intellectual effort, we got very positive feedback from the normally advertising-critical art world. Some museums even ordered the motifs for their permanent collection or their showroom.»