• The campaign of VISITFLANDERS is called ‘the epitome of sin’, a ‘celebration of mental illness’ and ‘a disgraceful sacrilege'
  • VISITFLANDERS intensifies the advertising campaign: this is who we are – we are dedicated to diversity, inclusion & belonging 

The current advertising campaign of VISITFLANDERS is frowned upon. The campaign -celebrating love in all forms- is called ‘disgusting’ and ‘the epitome of sin’. ‘This is our cue to intensify our advertising campaign,’ says VISITFLANDERS. ‘We are an inclusive region and welcome love in all forms. You come to Flanders for the people and stay for the art. We are proud to show our cultural heritage and true colors through this campaign: this is a much-needed message in this day and age.” 

A few week ago, VISITFLANDERS launched a new advertising campaign: the big hack. For this campaign VISITFLANDERS replaced Adam & Eve on the outer panels of the painting ‘The Adoration of the Mystic Lamb’ with modern day versions of love. The ‘hacked’ panels displayed amongst others: people with Down’s syndrome that are deeply in love, love defying a serious age gap, a gay and mixed-race couple.

“The idea of linking ‘The Adoration of the Mystic Lamb’ to the adoration of true love in all its forms, is an obvious one. Truth was central to this work, as is love,” said Peter De Wilde, CEO of VISITFLANDERS“Today, it's easy to be like Adam and Eve if you color 'inside the lines'. The Van Eyck brothers were all about drawing new lines and doing things their own way. For the many couples that don’t fit the norm and are met with hostility through both words and deeds, we were persuaded to “hack” the Ghent Altarpiece. In doing so, we hope to demonstrate our dedication to diversity by highlighting our unique artistic heritage and promoting Flanders as a cultural and inclusive tourist destination. 

Everyone who wants to express their adoration for ‘true love’ can participate.  A short video has been made for the ‘hack’. Visitors to the site www.adorationoftruelove.com can share the video and optionally include their own photo. If they upload a photo, they'll feature in the video's intro. The video can be personalized on www.adorationoftruelove.com

More about the campaign on: http://prez.ly/uEjb

Contact us
Ann Maes press communications / PR
Ann Maes press communications / PR
About Visit Flanders

About the Flemish Masters. For over 250 years, from the 15th  to long into the 17th century, Flanders was a figurehead for fine arts in Western Europe and the source of inspiration for well-known art movements of the time, such as the Flemish primitives, the Renaissance and the Baroque. Artists were known for their craftsmanship, creativity and technical innovations and they transformed the prosperous and urbanised Flanders into one of the most refined cultural regions with their impressive artistic and architectural creations. www.flemishmasters.com

About the Van Eyck brothers, masters of realism.  Hubert van Eyck painted part of the Ghent Altarpiece, but wasn't able to finish it. His younger brother, Jan, an absolute master painter, completed the magnificent work after Hubert's death. Jan van Eyck made a huge contribution to the revolution in painting that occurred in the Low Countries. He is one of the most important representatives of the Flemish Masters. Van Eyck is famous for his meticulous, realistic portraits and was one of the first Flemish artists to sign many of his works. 

About 2020, the Van Eyck year. In 2020, the Museum of Fine Arts Ghent will honour Jan van Eyck with the exhibition, ‘Van Eyck. An optical revolution’. Only around twenty of his works still exist worldwide. A substantial proportion of them will be travelling to Ghent, where they will be exhibited beside works by his most talented contemporaries in a rare and unique opportunity. In 2020, Van Eyck will entice the five senses in Ghent. Ghent's visual arts, theatre, dance, design, fashion, cuisine, music and shops will bask in the atmosphere of Van Eyck and his exquisite masterpieces. www.omgvaneyckwashere.be

About Ghent, the home of Van Eyck's masterpiece. The lively city of Ghent is certainly worth a visit. Idiosyncratic Ghent is full of history and offers a cultural cocktail filled to the brim with trendy and modern urban life. Ghent is a city for bonvivants, with a permissive, laid-back atmosphere; a city with a human scale. The friendly, welcoming residents of Ghent know how to live well. During your city trip, don't miss the opportunity to admire the world famous masterpiece, the Ghent Altarpiece, by the Van Eyck brothers.  

About VISITFLANDERS – an agency of the government of Flanders – it is an official tourism organisation responsible for tourism in Flanders. This organisation is dedicated to the sustainable development and promotion of domestic and foreign tourism in Flanders, and aims to ensure increased economic return, employment and well-being (for the residents of Flanders). www.visitflanders.com