This year, Sculptures in Leiden wanted to highlight the theme of the exhibition prominently on the campaign image. The foundation’s new strategic direction involves them looking for connections with partners within the city of Leiden. In 2015 the theme ‘Botanica’ was linked with the Hortus botanicus. The by now iconic ‘B’, ‘i’ and ‘L’ letters were suspended from bright magenta ropes in the most beautiful greenhouse of the botanical garden, and were then photographed. Modern art meets botanica. The striking image that resulted honours both BiL and the botanical garden effectively. This year’s theme is clear, and BiL jumps out prominently. A vibrant campaign that stands out on the streets.