Cannes Lions

Painted by Everyone

BBDO NEW YORK, New York / BACARDI / 2020

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Overview

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Overview

Background

Through its brand platform “Stir Creativity,” Bombay Sapphire has embraced the versatility of gin, claiming it as the most creative of all spirits. Having identified creative expression as part of its DNA, Bombay Sapphire has been a champion of art and inspiration throughout the years. Having developed various campaigns to support up-and-coming artists, such as “Art Without Labels,” “Art in Progress” and “Artifyer,” among others, the brand has made a name for itself in the art space.

This year, Bombay has identified that the art world has become more exclusive than ever before and decided it was time to create a platform where we could demonstrate that everyone can be an artist.

Idea

Painted By Everyone is a work of art made by the Internet, a one-of-a-kind live social art experiment aimed to show the world that everyone can be an artist. Using state-of-the-art robotic technology, the live stunt allowed users from all over the world to collaboratively create a singular work of public art.

To do so, we designed an online experience where people could see a live feed of an outdoor canvas, choose the color and position where they wanted to paint, and our robotic arms would immediately create a mark on their behalf. Each person had their name tagged to their dot on the website for everyone to see and also received a high-res version of their dot so they could share it with the world.

The world really created art together like never before, and made everyone feel that being an artist is not such an impossible dream.

Strategy

Through its brand platform “Stir Creativity,” Bombay Sapphire has embraced the versatility of gin, claiming it as the most creative of all spirits. Having identified creative expression as part of its DNA, Bombay Sapphire has been a champion of art and inspiration throughout the years.

The approach is to tie Bombay Sapphire to creativity, and demonstrate that everyone can be an artist. By doing so, we intend to elevate Bombay and cocktail making into an art form as valuable as sculpture, painting, music, poetry, etc., and to inspire people out there interested in using gin in creative ways during cocktail making.

Working closely with programs from all over the U.S. that help up-and-coming artists, each marketing effort from Bombay bridges that gap between art and cocktails even more.

Audience = North America, 25–45, all ethnicities and genders.

Execution

After extensive R&D with different robotic arms, paint applicators, paint types and surfaces, we developed a special system for robots to paint multiple colors in precise locations immediately after receiving the information from our custom website. Unique 3D printed grippers and custom-fabricated paint daubers allowed the robots to paint repeatedly, without fail.

A giant canvas in LA and a livestream were the invitations for the world to participate. We developed a state-of-the art online experience where users could collaboratively paint after logging in with their social profiles, get transported to an interactive livestream of the canvas, select the color of their mark and the exact placement of their dot, and watch their mark being made in real time.

The installation brought thousands of people to watch a true spectacle, where the robots magically moved and created art; a true social art experiment.

Outcome

With 152,211,620 total impressions, this was the biggest brand act Bombay Sapphire has done in recent history, helping cement their commitment to creativity and the arts.

Over 7,537 people directly interacted with the piece by making their stroke on the final painting and later receiving their own piece of the canvas ready to be shared on social media. Their names were listed in the interactive experience, and they were each credited as one of the painters at the renowned Saatchi Other Art Fair, in which the painting toured the U.S. and was seen by 20,000 people.

The campaign was featured in dozens of cultural publications, including Forbes, Trend Hunter and Vulture, among others. We surpassed client expectations, delivering larger user participation and impressions than were expected. In North America, we registered a 6% increase in Bombay Sapphire sales during the markets where and the period when the campaign was live.

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