Arnulf Rainer is an internationally renowned Austrian painter. This campaign was devised to attract more visitors to his 2015 exposition in The Cobra Museum, Amstelveen.

Rainer is known for a technique he developed called übermalen, meaning that he would paint over existing photos, drawings and, yes, paintings. The exposition was aptly called Übermaler, meaning simultaneously ‘the painter that overpaints’ and ‘the painter on top of his league’.

Given all of this, it seemed logical to use the overpainting device in our campaign, and so we ended up overpainting designated poster boards all over town.

The hashtag #übermaler linked to a blog on Tumblr, dedicated to ‘the biological urge of species to overpaint, stain and mark’, making people aware of the upcoming exhibition.

Client: Eric Wie, Cobra Museum. Curators: Maarten Bertheux, Rudi Fuchs. Poster Design: Rutger Fuchs. Creatives: Rutger Fuchs, Eric Wie, Olaf Zwetsloot and all the people involved in overpainting the poster boards.