The Museum of Modern Ahrts is a unique memorial and piece of art with an important social and political message.

It's a new media „object” in itself; and it was also displayed in the context of the world's biggest outdoor exhibition with the help of innovative technology.

Furthermore we used traditional media channels to showcase our artwork and exhibits that has never been used before for such content and message.

The flood in the Ahr-Valley, Germany in 2021 July, destroyed large parts of the region.

It attracted massive media attention, over 150.000 volunteers came to help the victims, and donations worth millions of euros were collected to support the area.

However, the financial support and in general the reconstruction and rehabilitation of the Ahr-Valley were trapped in a bureaucratic loophole. The victims and the catastrophe became forgotten.

Focusing on the key learnings from the actual Ahr-Valley flood, we wanted to raise awareness of the more general problem of this ”bureaucratic anomaly” that affects every past and future post-catastrophic situation, slowing down reconstruction and help. Our aim was to fight against oblivion by reactivating media attention

Keeping the flood and its consequences in the spotlight and building mental availability of this serious issue we had to start a public conversation that involved decision-makers, and even reminded politicians about their forgotten promises.

We created a memorial and a piece of art called: „Museum of Modern Ahrts”.

Our idea was twofold:

1.) create an unusual memorial/piece of art that can draw attention/spark conversation about the problem

2.) make an unusual exhibition for it to spread the message

First we collected donated relics and personal items of the flood victims, and placed those objects in a cube made of transparent, 3,5 tonne epoxy resin with a side length of 1.407 m (reference for the date of catastrophe: 14th July) as an artistic symbol of the flood. The actual and symbolic objects of the cube tell the stories of the „Flood Heroes”, and it became a memorial of the fight against nature, and reminder of the fight against bureaucracy.

Then we displayed the cube and its objects using innovative technology, and making the world's biggest outdoor exhibition, reaching millions of people with our message.

While media attention fades away quickly, victims of nature-catastrophes keep their memories for eternity.

To fight oblivion and to improve disaster management we had to bring the short-lived headlines of the Ahr-Valley floods back to life - using a powerful and timeless approach:

We used art to re-frame the situation - capturing the emotional state of flood victims. From the first warnings, the days after, until todays reconstruction struggles. We immortalised individual memories forming the full story of the catastrophe in an artistic memorial - the “museum of modern ahrts” to generate new relevance and topicality to the forgotten stories and promises.

After introducing the cube and its special characteristic we took it for a road-show in Germany. By reinterpreting traditional media channels, we launched an 8-weeks campaign-flight to exhibit the museum nationwide in TV, Cinema & Digital. With DOOH we transformed the streets into the largest art-gallery on earth.

An invitation only launch-event became the unique “reveal moment” for news-outlets and our flood-heroes, who we connected with the journalists in the shocking setting of the event: The closed St. Laurentius Church in the Ahr Valley, that`s still heavily damaged from the floodings of 2021.

Then we introduced the cube to the public, and showcased it in various events in Germany e.g. ProWein (worlds leading wine tradefair with >40.000 visitors)

We launched a nationwide multimedia-campaign, supported by innovative technologies and strategic partnerships, so millions of people could encounter with the Museum of Modern Ahrts, and experience the unique memorial’s exhibition.

Using traditional media channels we created a campaign that redefined the limits of exhibitions. Digital billboards turned the streets of Germany into worlds largest art gallery, displaying the cube and the personal items of the flood victims it contains on a scale that has never been experienced before.

–Over 1.9 billion people reached

–Over 150 million people visited the outdoor gallery, that featured in various national news and TV programs

–More than 2 million visited the campaign page; average visit time: almost 9 minutes

–All 200 “cube" NFTs sold out at launch; over 900 subscribers waiting for next NFT drop

–Over 50 exhibition requests for the cube tour

–Zero Euro budget spent, but earned media value: 42.7 million Euro

The campaign resulted in real political actions:

–At federal level: the Building Act was changed to simplify reconstruction in the Ahr Valley, and future disasters in Germany.

–In non-profit law: waivers on donations will be issued at federal, and NOT state level, and it simplifies the payment of funds to victims of natural disasters.

–Minister-President Malu Dreyer visited the region to discuss the unseen problems and possible solutions with the flood victims.

The memorial/exhibition continues to drive impact!

It's relevant in many ways:

– this cube was more than just a contemporary, modern piece of art. Beyond its aesthetic value, it's a memorial of the Ahr Valley flood.

– it also served like a Social/Political Manifesto: it delivered an important social and political message to millions of people as well – that finally resulted in changing the German law to simplify post-disaster reconstruction and rehabilitation processes.

– using innovative technology, we turned the streets Germany into a huge exhibition, thus creating the world's biggest outdoor exhibition, that reached millions of people offline.

The “Museum of Modern Ahrts” brand is based on the flood in the Ahr-Valley. The idea was built and communicated on the fact that people knew about it.

The flood in the Ahr-Valley, on 14th July 2021 was a massive, devastating event. One of Germany’s worst natural disasters in history.

It received huge media attention, and support e.g. with the successful #flutwein campaign. It also became a major campaign-issue for the 2021 federal election.

However, even this terrible event was soon replaced by other headlines. The issue of the post-catastrophe, and the bureaucracy behind became unknown to the public.

German people, donated hundreds of millions for rebuilding the Ahr-Valley, thinking that reconstruction is progressing without any major problems.

With these donations trapped in bureaucracy and the importance to learn from the forgotten Ahr-Valley events, the campaign highlights the truth about the disaster within disaster-management, triggering the emotions of the people.