The Museum of Fine Arts in Leipzig enjoys great popularity. Unfortunately, however, this does not extend to the citizens of Leipzig. The solution is an image campaign that brings Leipzigers closer to “their art museum.” By winning over important opinion leaders in the city, photographing them in the museum, and turning them into brand ambassadors: true masters, the master craftsmen.

Together with the Chamber of Industry and Commerce, we cast 300 master craftsmen, selected 12, and had them portrayed by Leipzig artist Albrecht Tübke in front of their favorite works.

The motifs then shaped the city of Leipzig, were featured in the Leipzig crime series Tatort, and discussed in many newspapers and magazines. In addition, each master craftsman received training as a museum guide and then guided many, many visitors through the museum. All of this made the museum very popular with the people of Leipzig.