To mark its 370th anniversary, the University of Utrecht decided that instead of a municipal monument, it wanted to celebrate the milestone with something less permanent. In the summer of 2009, Paul McCarthy was invited to install several of his inflatable sculptures in De Uithof botanical gardens. The controversial American artist regularly addresses matters such as sex, violence and the consumer society in his work.
The campaign we developed contributed to more than 40,000 paying visitors in 70 days. The materials and colours used refer to the sculptures and emphasise the pop-like nature of McCarthy’s work. A catalogue, compiled after the event from numerous amateur photos posted on Flickr, Picasa and social media, underscored this success.