The name of the exhibition was "The Samaritan - Compassion Now". The exhibition focused on the human aspect in Contemporary Art. When we (Roger Willems and me) were asked to develop a series of advertisements, we opt for advertisement within the advertisement. In this way we coulod give visibility to the Samariatans of the modern time. We extended this idea in the publication were 1/5 of every page is reserved for ads of humanitarian institutions.
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