The Art Project is an ongoing Instagram series for Hugendubel which explores an unique combination of book fandoms, historical artwork and meme culture. Originally devised as accompanying hub content for the 2023 anniversary campaign, we wanted to bridge the gap between the late 19th century and the modern world of Hugendubel through funny yet historic content pieces. Over the months and even after the official end of the campaign, this evolved into The Art Project. While I am by no means a great copywriter, it continues to be an incredible creative exercise, finding the right artwork, identifying cultural trends and problems and matching them to a tone of voice the community might identify with.