The Paris contemporary art fair inspired Luxembourg’s museum institution, and together with Luxembourg for Tourism, they produced a campaign that would circulate throughout the Paris metro for the promotion of the Mudam exhibitions, and Luxembourg as a tourist destination.
The adverts were also to be seen at the art fair itself, held at the Grand Palais, benefiting - hopefully - from a public already predisposed to contemporary art.
The campaign lasted from the 9 to the 22 October with 270 faces in the corridors of the Paris metro, as well as the station of Paris East (28 faces) and Metz (26 faces).
