Hinz&Kunz Streetpaper - The Homeless Gallery

Hinz&Kunzt, Germany's leading street paper, searched for a unique concept that confronted the low willingness to donate and people's disregard for homelessness. With AI's help, we turned homeless people into artists so they could profit from their artwork. We exhibited their paintings at 13 locations visited by thousands who donated, purchased catalogues and merchandise, learned about Hinz&Kunzt, and met the artists. People could use the QR codes to turn their smartphones into a guide offering clips, interviews and articles. An immersive multimedia campaign, including live streams and hyper-localised DOOH, helped increase sales and exposure for Hinz&Kunzt.

Last year, 43 people died homeless on Hamburg’s streets. Even harder to swallow knowing that the city has the highest concentration of millionaires in Germany and its local government is committed to eliminating homelessness in Hamburg by 2030 under the motto #Nullbis2030 (#ZeroBy2030). Germany’s top street paper, Hinz&Kunzt, wanted to celebrate its 30th anniversary with a striking wake-up call for Hamburg’s citizens and politicians in particular. The aim was to draw more attention to the issue of homelessness. And to do something about the massive drop in donations. Once again, people experiencing homelessness suffer the most in times of crisis like these. Specifically, the aim was to increase the willingness to donate through the sale of the exhibition catalogues and merchandise. We also focused on potential donors and Hamburg institutions, which Hinz&Kunzt could later win over as partners and sponsors.

We all feel the consequences of the current crises – especially the poorest of the poor: the homeless. To combat the currently low willingness to donate, we turned to where the hard times are good times: to the flourishing art market.

Hinz&Kunzt sellers became Hinz&Kunzt artists. And their stories turned into real art. With the help of artificial intelligence and the expertise of the Hamburger Kunsthalle, homeless people created intimate and moving art pieces out of their life stories. And these were exhibited at 13 locations under bridges, at subway stations and on the streets – resulting in an entirely new kind of gallery. A pop-up gallery that, like its homeless artists, lacks shelter and makes their world visible.

The Homeless Gallery - 30 years of Hinz&Kunzt.

30 life stories. 30 art pieces.