Outdoor > Innovation in Outdoor
FAMOUSGREY , Brussels / CAMPARI / 2021
Overview
Credits
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.
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