Leuven is a city full of (immovable) heritage. And although some buildings are easy to identify as heritage, e.g. the well-known churches or the city hall, other places were not as obvious. Social housing, certain streets and even city views may be heritage. In other words: there is a lot more to discover than the usual suspects. Our campaign consisted of posters and floor stickers that raised awareness of the local heritage at unusual places. Citizens from selected neighborhoods received an informational direct mail and a small poster with: “I’m proud of our local heritage”, which turned them into ambassadors. And a content campaign with famous locals presented heritage in a fun and contemporary way.