The work is relevant for PR as it used original thinking for a tourism brand. Publishing Vienna's explicit art on the highly touted and talked-about platform OnlyFans to drive home the message of the campaign: Who is allowed to censor our art? An algorithm? A simple strategy rooted in earned to raise awareness about the ever-growing power of algorithms.

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 and help the city become a favorite among post-Covid travelling.

To protest censorship, we took every piece of explicit Viennese art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content.

Insight:

People use OnlyFans to share and consume explicit content.

Key message:

Algorithms shouldn't censor art.

Target audience:

25-45 year olds libertine spirits willing to travel

Creation and distribution of assets:

High-quality content of Vienna's explicit artworks on OnlyFans.

A press release was sent out to relevant media hand in hand with the start of posting on OnlyFans on September 26th.

The PR-stunt quickly went viral. It resulted in 2,500 articles worldwide, reaching more than 730 million people. It garnered 2.5 billion impressions and 150 million engagements.

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? The results outperformed every business target we had set for the campaign.

We had an overall budget of € 15.000, which was used for content gathering.