PR > Culture & Context

VIENNA STRIPS ON ONLYFANS

JUNG von MATT DONAU, Vienna / VIENNA TOURIST BOARD / 2022

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Image
Case Film
Supporting Images

Overview

Credits

Overview

Why is this work relevant for PR?

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.

Background

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.

Describe the creative idea

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.

Describe the PR strategy

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.

Describe the PR execution

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

List the results

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.

Please provide budget details

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

More Entries from Breakthrough on a Budget in PR

24 items

Grand Prix Cannes Lions
THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS

Social Engagement

THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS

DECATHLON, BBDO BELGIUM

(opens in a new tab)

More Entries from JUNG von MATT DONAU

23 items

Gold Cannes Lions
VIENNA STRIPS ON ONLYFANS

Breakthrough on a Budget

VIENNA STRIPS ON ONLYFANS

VIENNA TOURIST BOARD, JUNG von MATT DONAU

(opens in a new tab)