10 years of MQ campaigns

Culture is beautiful, but it also involves a lot of work.* From 2013 to 2023, Rosebud had the honor and pleasure of overseeing the MuseumsQuartier in Vienna, handling almost all communication aspects, from door signs to the monthly program. Twice a year, the creative highlight was undoubtedly the seasonal campaign for "Summer or Winter at MQ." This opened up many possibilities, including collaborations with some of the best, kindest, and most creative illustrators and photographers. It’s always a pleasure to work for a cultural institution.

(*By the way, the supposed original quote "Art is beautiful, but it takes work" does not actually come from Karl Valentin.)

Bearded man on an outdoor advertisement poster pulling open a beige coat to reveal his chest, on a city street with a red tram behind.

Summer campaign 2013

The summer campaign “Culture has many faces” picks up on what is already there: The MuseumsQuartier
is a pulsating, multifaceted cultural hotspot, a bridge between the world of the museums and art and urban culture.

“Culture has many faces“ is a statement on the diversity in the MuseumsQuartier. It opens eyes to different ways of seeing, varied forms of presentation and experience, while placing the concept of culture in the limelight.

Visitors themselves become actors; they open the borders between high culture and urban lifestyles. Here the MuseumsQuartier program comes full circle: fluid transitions between the premises and the institutions, a bridge between the institutions and the buildings, between protagonists and visitors.

Photography by Maria Ziegelböck.

Bearded man in a beige trench coat lifts his shirt to reveal his bare torso on a MQ MusikQuartier poster.

Shirtless adult covered in sand poses with one hand over mouth; white backdrop with bold orange circle and the text Panier und Manier.

Young blonde woman adjusts her hair in a studio backdrop with a large orange circle and the German text Drinnen und draußen.

Poster for MuseumsQuartier Wien showing a person with a white shirt draped over their head.

Tall cylindrical advertising column in a city street displaying fashion posters of a bearded man and a woman, with beige buildings and parked cars.

Poster on a street column for MQ MuseumsQuartier Wien; draped figure with white cloth; "Bekennen und Verkennen" text; arched building in background.

Transit posters: top shows a shirtless man in a red-white ad at a bus stop; bottom shows a bearded man in an MQ ad as a person views it.

Magician in a white suit levitates a mug above an outstretched hand on a blue curtain backdrop.

Winter campaign 2013

Winter at MQ transforms the MuseumsQuartier into a winter location that has nothing to do with the usual pseudo-romantic advent market kitsch.

Here everything is simply a touch more magical, more surprising, more elegant—without all of the twinkling stars and glow of candlelight. And this isn’t owed alone to the cultivated surroundings, but above all to a particularly clever winter magician, photographed by Günther Parth.

Outdoor poster of a person in a light gray suit gesturing with one hand; "Winterzauber im MQ" text visible.

Vertical "Winter Sounds" poster: man in white suit juggling vinyl records in an urban plaza, with cyclists and a museum poster in the background

Poster of a magician in a white suit holding a glass in a raised hand, 'Winterzauber im MQ' text visible, mounted on a doorway of a beige building.

Two people at a glass-walled bus shelter with abstract art; center poster reads SUMMER OF SOUNDS; right panel shows MuseumQuartier Wien.

Summer campaign 2014

The »MQ Summer of Sounds« is all about sound and music. Numerous art and cultural institutions at the MuseumsQuartier Wien present an extensive program in 2014, both out in the courtyards and in their spaces.

The motifs for the »MQ Summer of Sounds« developed by illustrator, artist, and street art talent Geoff McFetridge depict scenarios that interpret the themes with a surreal and poetic note.

By consciously avoiding cliché representations, which are already omnipresent in the music capital Vienna, the line-up of the »MQ Summer of Sounds« gets the big stage it deserves.

Poster on a city sidewalk advertising SUMMER OF SOUNDS, featuring a stylized figure and a looping cord.

Urban street with white banners reading SUMMER OF SOUNDS; graphic of a person near a TV, with trees and buildings in the background.

Cylindrical advertising column in a park, poster shows a stylized figure walking with a cord forming a large musical note; text SUMMER OF SOUNDS.

Bus stop poster advertising Summer of Sounds with a line-drawn crouching figure inside a horn outline and a red circle.

Winter campaign 2014

Pre-Christmas spirit in a unique ambience in the heart of Vienna. That’s Winter at MuseumsQuartier.

Japanese illustrator Kanae Sato came up with an army of cuddly animals, which stand in a clear contrast to the familiar clichés of the cold Christmas season—and they were warmly loved for exactly that reason.

Summer campaign 2015

At the MuseumsQuartier art and culture pair up with a chilled, urban zest for life all summer long. The special ingredient is the interplay between the many exciting cultural institutions and organizations all at one place.

The diversity of the summer program—from literature readings and a film festival to a range of musical live acts—should reflect the passion for art and joy of life all across the MQ. And Larissa Mantel illustrated a bouquet full of summery elements—also for the special formats like “Weekend Sounds” and “Art Night”—to invite everybody to join in.

Metallic cylindrical advertising column with colorful summer artwork; urban street by a brick building, pedestrians crossing the crosswalk.

Poster featuring colorful flowers and the word SUMMER on an exterior building wall beside a sidewalk, with a car nearby.

Nighttime pedestrian in a checkered coat walks along a city sidewalk beside a moving red tram.

Winter campaign 2015

Winter at MuseumsQuartier is an indispensible part of Viennese city life in the pre-Christmas season.

But what’s missing in winter is the iconic MQ courtyard furniture. It is on a trip: in the escapist universe of the American painter Darrell Bush.

Nighttime street poster in a metal frame: two pheasants on snow beside a blue fence; WINTER IM MQ 05.11. bis 23.12.

Vertical cylindrical advertising column displaying a winter landscape poster with snow, stone bridge, and green tent beside brick buildings.

Night street scene with ornate stone building; illuminated Winter Shopping poster depicting a snow cabin and blue lounge chair.

Summer campaign 2016

In the summer campaign 2016 the MuseumsQuartier remains true to its leitmotiv “Culture has many faces”. Accordingly, French artist and illustrator Jean Jullien brought to life—and paper—charming characters, sympathetic figures, and authentic actors.

As ambassadors of the most diverse spot in the city, they tell short, ironic summer stories, which can only be experienced in this way at the MuseumsQuartier.

Person in striped swimsuit and large striped sunshade hat sits on a tall glass of water; turquoise background with bold headline.

Poster illustration of a person reclining across a blue geometric block on an orange background.

Bearded man plays acoustic guitar on a blue couch while a woman and another adult watch, set against a lime MQ poster.

Cylindrical advertising column on a city street showing an illustration of a swimmer in a turquoise pool; tram, cars, and green trees in background.

Winter campaign 2016

At the MuseumsQuartier the clocks tick differently. In the pre-Christmas season they switch to their own time zone. A time that only ticks here, in a zone of peace and relaxation, of art and delight.

Malika Favre penned these contemplative depictions of a wintery MuseumsQuartier.

Cartoon advertisement on a tram stop panel showing two people holding signs, with a tram carriage behind.

Summer campaign 2017

»Movement« is the motto of Summer at MQ 2017. It is the linchpin of a movement that everyone is invited to be part of. Be it through encounters with other people or exploring the arts to escape summertime lethargy. Or simply to change the world.

The figures invented by Andy Rementer hold banners that call for action. And they’re dancing, painting, and listening to music. As you know, a lot of good things had their beginnings at the MQ.

Cylindrical advertising column in a park, featuring a colorful mural of cartoon figures and the text Sommer QUARTIER.

Nighttime street poster frame displaying a German-language museum exhibit ad; a red tram speeds by in motion.

Winter campaign 2017

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Person in fur-trimmed coat reads a tall black poster board with German text on a city street beside two bicycles.

Cylindrical advertising column on a city sidewalk displaying large posters; street with parked cars and pale buildings.

Standing urban poster board with a large black sign showing German text about winter on a sidewalk.

Orange bus-stop poster reading CULTURE PUNCH with blue abstract shape on an urban street; cyclists and pedestrians nearby.

Summer campaign 2018

The MQ is an innovative, creative space, which is ahead of the times. And from this self-conception, it can seize the opportunity to take a positive message of change to the streets of Vienna.

Best with distinctive visual imagery coupled with stimulating, multilayered messages. Messages that do not just draw attention to themselves.

Vibrant double-edged images were designed by Noma Bar.

Blue poster on cylindrical street column advertising a skateboard with 'JUST DROP BY'; urban sidewalk beside a beige building.

Row of colorful festival banners along a city sidewalk with tall lampposts.

Bus and tram stop shelter with round halt signs and a bold green poster reading FIGHT THE HEAT showing a watermelon; urban sidewalk.

Vertical orange banner reading CULTURE PUNCH in front of a beige stone building; pedestrians nearby.

Winter campaign 2018

Protected from the hustle and bustle of the city, the MuseumsQuartier is a safe haven where you can relax and indulge in the pre-Christmas spirit.

In his poetic snapshots Christoph Niemann draws attention to some aspects of winter, which don’t really seem all that nice at first glance. But these are indeed scenes full of romance, peace, and longing—set in and around the MuseumsQuartier.

Nighttime bus-stop poster showing a silhouette of a couple walking in snow; urban street with trees, lampposts, and distant buildings.

Summer campaign 2019

The MQ is a democratic place, a space for all and everyone. It is populated by a whole host of different people and characterized by diverse interests and activities. Work is done here at the highest intellectual and artistic level. At the same time, it is an everyday habitat shared by many.

The MQ is a world in itself, which has the power to change perceptions, mindsets, and opinions. A place to spend good times. Ideally together.

The wonderful MQ people for the “Summer. Together.” campaign were created by Cabeza Patata.

Poster displaying blue watercolor artwork advertising Wintererwachen im MQ on a decorative black iron fence in front of a beige building.

Winter campaign 2019

Winter is gray, cold, and dark. But not at the MQ. There’s a lot going on, at the same time, for everyone. Elisa Vendramin created befitting imagery for the colorful Winter at MuseumsQuartier. Dreamy and beautiful, full of countless subtle details. Together they form unique artistic landscapes. Just like the MQ.

Summer campaign 2020

Maurizio Cattelan (world famous artist with a provocative mind) and Pierpaolo Ferrari (colorful photographer) had enough of the cultural industry and founded TOILETPAPER: A magazine, a shop, and much more. They bring together what apparently does not belong together.

Fits well with the MuseumsQuartier. A place you thought you knew everything about, but is still full of surprises, dreams up new things, and is open for what might come along. Including everything that falls under the term culture, of course. This doesn’t need many words, colorful images can do just the same – and suddenly you see everything quite differently.

Advertisement poster in a metal frame on a sidewalk, showing hands holding colorful fabrics; reads IT'S YOUR CULTURE.

Two MQ posters on a black iron fence before a beige building; left shows a shirtless person with cats, right shows a hand with bracelets; IT'S YOUR CULTURE.

Abstract mosaic spelling HAPPY HOLIDAYS on a red background.

Winter campaign 2020

Winter 2020 in the MuseumsQuartier takes place in the »new normal«. At a time marked by uncertainty, insecurity and impatience an end to the state of crisis is (still) not in sight. As a place of encounter, exchange and interaction, the MQ is also affected by the restrictions of public life. In times like these what the MQ stands for is more necessary than ever.

Illustrators and artists of different origins name in opulent and surprising artwork emotions, states of mind and attitudes that we may need these days.

Artwork by Teodoru Badiu, Georg Fasswald, Birgit Palma & Daniel Triendl, Susi Rik, Silja Goetz and Andrew Footit.

Blue poster with large multicolored 3D letters forming a word; headline reads "What the world needs now" and "Be inspired at MO" visible.

Cylindrical advertising column with blue poster showing dripping multicolor 'Color' text in a fall park.

Teal poster featuring large yellow 'JOY' letters and 'What the world needs now' text on a transit shelter poster wall.

Purple advertisement poster at a night bus stop displaying an orange abstract form; text reads What the world needs now and For free at MQ.

Nighttime street scene with a blue cylindrical advertising column displaying a large orange Love poster.

Green IDEAS advertisement poster at a lit city bus stop at night, with a blurred passing bus.

Nighttime city street with a tall, green illuminated poster displaying JOY vertically; What the world needs now above and Feel it at MO below.

Teal poster showing yellow snake-shaped letters forming JOY; top reads 'What the world needs now:'; bottom reads 'Feel it at MQ' with a red MQ circle.

Colorful 3D letters spell 'IDAS' on a lime-green poster; top caption 'What the world needs now:' bottom caption 'Find them at MQ'.

Three-dimensional multicolor letters spell 'think' on a blue poster background.

Dripping rainbow letters spell Colour on a blue background with gloved hands at each end top text What the world needs now: bottom Find yours at MQ

Red ribbon spelling LOVE on a dark blue background; top text 'What the world needs now:' bottom 'Get a piece at MQ'.

Lemon with googly eyes and pink smile on a solid yellow background.

Summer Campaign 2021

The MuseumsQuartier Vienna, one of the largest and - in many ways - most open cultural areas in the world, was due to the pandemic more or less closed for several months. But that was no reason to break off contact with the (potential) visitors, on the contrary, it was one more reason to look for him specifically. Over the winter 2020/21 the MQ provided positive impulses with a campaign full of emotions and attitudes.

In summer the MQ addresses its audience even more directly and asks about their well-being. Charlotte Love, stylist from London, breathes life into everyday things and turns them into "personalities" that one likes to open up to.

Pink poster featuring a smiling beetroot on a metal fence, with HOW ARE YOU?, beside other posters near a yellow building.

City sidewalk bus-stop poster: blue image with HOW ARE YOU? and a shaggy mop-headed figure on a tree-lined street.

Colorful vertical banners with cartoon fruits and a cucumber saying HOW ARE YOU? line along a city street beside a white historic building.

Bus-stop poster showing a smiling ice-cream cone on a pink background; text 'HOW ARE YOU?'

Poster of a pickle with eyes and mouth reading 'HOW ARE YOU?' on a pale yellow wall; film crew with boom mic, pedestrians, and bicycles nearby.

Beetroot with green leaves sporting googly eyes and pink rubber smile against a poster background featuring HOW ARE YOU? and MQ Cares branding

Smiling ice cream cone on a pink background; large orange 'HOW ARE YOU?' heading at top; MQ Cares branding with a small QR code on the left.

Golden barrel cactus with googly eyes and pink mouth in a teal pot on a pale blue backdrop; large orange HOW ARE YOU? heading and MQ Cares branding.

Bright yellow poster featuring a lemon with googly eyes and a pink mouth, bold red 'HOW ARE YOU?' headline at top.

Mop head made of yarn with googly eyes and a red frown on a bright blue background; large orange text 'HOW ARE YOU?' and MQ Cares promo.

Silly pickle with googly eyes and pink frown, looking sad on a pale-green poster reading HOW ARE YOU?

Person wearing a green beanie, back to camera, raises arms before an I'M YOURS poster at an outdoor urban display.

Campaign 2021

The MuseumsQuartier is a place of unconditional cultural diversity, where every voice is heard and counts equally. In the spirit of the slogan formulated in the 1970s of the 20th century of a »culture for all«, it represents an accessible counter-offer to the elitist temples of art.

With the »I'MQ YOURS« campaign, we are putting the MuseumsQuartier back into the hands of the people who visit it, who shape it, who own it.

Because only when I have made something my own am I a part of it, feeling responsibility, pride and appreciation. For the MQ brand, its users and stakeholders, this means the transformation from »MQ is there for me« to »I am the MQ«.

The photos used in the campaign were taken by real MQ »users«, i.e. from various private social media channels. They were all taken in and around the MuseumsQuartier.