See Them for Real

While Paris’s top museums like the Louvre, Orsay, or Versailles attract all the attention, their masterpieces unknowingly advertise the treasures of another overlooked museum: the Musée de l’Armée—like Napoleon’s hat from a Louvre portrait. By revealing these hidden connections, we turned their masterpieces into direct invitations to our museum. The campaign was strategically deployed in high-traffic areas: near these museums, in metro stations surrounding them, in their queues, and even inside their gift shops, via bookmarks subtly inserted in collection books.