Outdoor > Innovation in Outdoor

CAMPARI BUS SHELTER ART GALLERY

FAMOUSGREY , Brussels / CAMPARI / 2021

CampaignCampaignLayout(opens in a new tab)
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Digital Proof JPG
Supporting Content
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

Cultural / Context information for the jury

During the second, all Belgian museums and galleries had to close, as they were labeled as non-essential. It meant that the cultural sector in Belgium was suffering immensely. Being an ally to art and creativity in Belgium, we felt like Campari had to do something substantial. It was time for a story-doing approach that would once and for all prove Campari’s commitment to artistic excellence and self-expression in Belgium, which coincidentally is a subject our target audience feels very strongly about. If there hadn't been any support for the Belgian art scene, a whole generation of artistic heritage would have been lost.

Please outline the innovative elements of the work

When museums and galleries were closed during the second lockdown, Campari put 5 artists back to work and gave them a public exhibition.

We located 5 well-located bus shelter displays and upgraded them to pop-up art galleries, something that hadn’t been done before, so that people in Belgium could enjoy art in a safe and surprising way.

It became the most viewed exhibition of the year and the works were auctioned in support of the Brussels Museums.

By using an everyday medium in an unexpected way, we made Campari relevant to its target demographic in an entirely new way. It provided its target audience with an impactful cultural brand experience they could directly enjoy in a time when consuming culture seemed impossible.

This creative solution to Covid-19 was made possible in collaboration with Clear Channel.

More Entries from Standard Sites in Outdoor

24 items

Grand Prix Cannes Lions
SHUTTER ADS

Corporate Purpose & Social Responsibility

SHUTTER ADS

HEINEKEN, PUBLICIS ITALY

(opens in a new tab)

More Entries from FAMOUSGREY

24 items

Shortlisted Cannes Lions
BE SAFE BE LATE

Automotive

BE SAFE BE LATE

VOLVO CARS BELUX, FAMOUSGREY

(opens in a new tab)