Since the appointment of its new General Director Lilli Hollein, the MAK (Museum of Applied Arts) has focused on the narrative of the impact and explosive power of applied and fine arts, the fertile connection between past and future, and the museum as a place of enrichment, inspiration, and critical engagement.

With the commissioning of Demner, Merlicek & Bergmann / DMB., the term “applied art” was effectively redefined and clarified. The widely acclaimed 2022 campaign, featuring catchy slogans such as “Helmut, I’ve MAK’d you for ages” and “Youth, I MAK your style,” created vivid images in the minds of Viennese audiences. Its informal, accessible tone supported the MAK’s goal of engaging in dialogue with a broader public.

Now, the continuation of the campaign is also generating attention among English-speaking audiences for the MAK and its diverse offerings. With a simple wordplay and striking objects from the MAK collection, the successful repositioning has been carried over into English: 

WHAT THE MAK – can applied art really show us all this?

The campaign, planned by Media1, is being showcased both out-of-home (OOH) and online.