The Heritage Studio

“OMG who stole my ads?” Etienne Lavie’s project replaces Parisian ads with famous masterpieces

Street artist and photographer Etienne Lavie came up with the idea of replacing commercial ads all over Paris with famous french masterpieces. The “OMG who stole my ads?” campaign seems to reclaim the right of not being exposed to invasive mass advertisements and imagines a city where art and cultural heritage prevail over market dynamics. We still wonder, did Lavie actually walk the roads of Paris with paper and glue to cover the billboards or is this simply a very clever photography trick? Check out Lavie’s website and you’ll get just a “blah blah blah” as explanation. Either ways the message stays, clear and sound.

etiennelavie_gabrielle1etiennelavie_monsieur_bertin etiennelavie_mortefontaine etiennelavie_pierrot etiennelavie_saint_pierre etiennelavie_zeuxis etiennelavie_boldini etiennelavie_endymion etiennelavie_le_songe etiennelavie_liberté etiennelavie_madame_regnault

All photos © Etienne Lavie via Junk Culture

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