Sisi’s New Portrait

From Jung von Matt Donau:

What do you think of, when you hear the name Sisi?
For 125 years, it’s been her beauty, her dresses, her long hair, her thin waist. The world has created an image around Sisi, that reduces her to her looks, her alleged depression, her diet plans.

For international women’s day, we want to correct her historic image. With our client Vienna Tourist Board, we covered the world’s most famous Sisi painting by Franz Xaver Winterhalter at the Sisi Museum with a never-before-seen portrait. A minimalistic poem, deconstructing how we remember Empress Elisabeth of Austria. Focusing on facts, not her looks. Ending in a rallying cry: Remember women for who they were. Not for what they looked like.

The text is set in Savon. The call to action uses Graphik, the client’s standard typeface.