How do you cover the ugly scaffolding of a building under reconstruction?

We asked the artist Jean-Luc Moerman to develop a specific artwork whose aim was both to make it monumentally visible with an exceptional level of detail and to make the surface as impactful in its entirety as in every small part of it.To do so, he has digitalised drawings, transformed them into vector and created the composition. Afterwards he redrew all the details directly by freehand on a pen tablet.We placed a grid of 1.400 rectangles, invisible from a distance and the vector file was ready to be printed on a bache of 2,200m2 and ready to be cut into 1,400 unique chosen citybags.In the mean time, we developed a mini　website on ing.be/ingbag where people can participate in the contest and navigate through the whole artwork to choose their own little part of it for their city bag.

It’s the biggest billboard ever printed and the biggest artwork ever produced in Belgium. Mounted on one of the most emblematic building of Brussels at a strategic point of traffic (thousand cars and people by day, in and out of Brussels).Extensive coverage in the press, press releases, articles, on blogs, Facebook, Twitter; and a lot of sympathy raised towards ING.The action has generated already 17,000 people on the webpage contest and engaged 9,000 participants (+/-56% conversion rate) and drive 1,168 people to the free Lion Account page, between the 18th of March and the 1st of April.The action will continue until June 2012.