Q GmbH continues to be recognized for their outstanding campaign, “Wiesbaden schafft die Wende!” (Wiesbaden creates the turn), developed for – and commissioned by – the Museum Wiesbaden.
For the Museum Wiesbaden, Q’s compelling campaign asked citizens to help resolve a Nazi injustice after more than 70 years.
The Museum Wiesbaden is one of a few museums in the world that subjects its holdings to intense provenance research. Inspired by the Washington Declaration, the Museum examines its collection under an art-history microscope and traces the confiscation of artworks from their Jewish owners during the period of National Socialism. One major challenge in this research is determining the rightful owners of the art and agreeing to fair, equitable solutions – ideally by immediate return to the descendants of the owners or purchase for a reasonable price.
In the case of “Die Labung” (Hans von Marées, c. 1880), the Museum Wiesbaden proved that the painting came from the collection of the Jewish entrepreneur Max Silberberg and was sold at auction in 1935. The museum then immediately informed the Silberberg heirs, who agreed that the museum could purchase the painting so the artwork can remain in the collection of the state capital.
To finance the purchase price, Museum Wiesbaden’s Director, Dr. Alexander Klar, commissioned Q GmbH to develop a fundraising campaign. Q’s idea: Turning “Die Labung” to display only the back of the painting until Wiesbaden’s citizens donated one-third of the purchase price, so “Die Labung” could become a legitimate possession of the museum. When the fundraising campaign raised the amount needed to purchase the painting, the historically valuable work was turned, so that it can be seen by museum visitors.
The campaign “Wiesbaden schafft die Wende!” was not just a matter of turning a painting, but also about overcoming Nazi injustice after more than 70 years. The handwritten notes and stickers on the back of the painting provided important clues in the provenance research, so the campaign also emphasizes Museum Wiesbaden’s careful and thorough attention to a disturbing chapter in the history of art.
The seven-week campaign, visible throughout the city in printed and digital media, generated enthusiastic public support as well as a significant national and international media response, and was nominated for the PR Report Awards 2015.