The Loveproject

Lovevolution: Uniting the World, One Billboard at the Time

The Way of Love is in the oppo­si­tion of vio­lence. Love tries to under­stand, to con­vince, to bring things alive. Because of that, the ones that love are always trans­form­ing them­selves. They feel more, see more, are pro­duc­tive, and are more them­selves. Love doesn’t mean weak­ness or being sen­ti­men­tal. It’s rather a method to influ­ence and change things, with­out the dan­ger­ous side effects like vio­lence. Oth­er than in vio­lence, love needs inner strengths and fore­most courage.
«To have or to be» — Erich Fromm

The Love­pro­ject, con­ceived by Rudi-Renoir Appoldt, unfold­ed on May 1, 2003, in Times Square, New York. Its pur­pose was to lever­age adver­tis­ing space to pro­voke con­tem­pla­tion on the con­cept of love and its glob­al inter­con­nect­ed­ness, aim­ing to ignite a poten­tial world­wide viral phenomenon. 

If you’re inter­est­ed in delv­ing deep­er into the inspi­ra­tion behind the project and its evo­lu­tion, please explore the but­ton pro­vid­ed below..