The team appealed to artists using various channels, including through the newsletter of CBK Rotterdam. Everyone could sign up with autonomous work that they thought was suitable for public spaces. We received more than five hundred registrations. Caro van der Pluijm: ‘We selected 450 artists, from visual artists to photographers and illustrators. It’s a very diverse palette ranging from amateur to highly professional.’ Well-known artists such as Joep van Lieshout, Stang Gubbels and Marieke van der Lippen submitted work, and also Rotterdam photographers such as Frank Hanswijk, Hester Blankestijn and Frank van der Salm.
The posters hang in the poster frames of outdoor advertising company Kooyman at metro stations, in tunnels, roundabouts and other outdoor areas such as Pompenburg and ‘s Gravendijkwal. Caro van der Pluijm expects that ‘The nine hundred posters in the centre, Noord, Delfshaven, Charlois, Feijenoord and Kralingen-Crooswijk will have an impact on the street scene. We hope so. It’s good for the city to not be dominated by, for example, Calvin Klein and Lipton Ice Tea for once. Advertising seems harmless, but it really drives consumption. Even young children are being confronted with advertising in the street scene.’