The Big Issue launches big mural to shift perceptions of vendors plus...4 more creative street art inspired campaigns.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
The Street Is My Store | The Big Issue | 2023
The Big Issue Group (BIG) has launched an eye-catching out-of-home (OOH) campaign to reshape public perceptions of Big Issue vendors and highlight their hard work. Teaming up with Global Street Art, the campaign features a large street mural outside Village underground station. The mural, measuring 7.4 meters high and 16 meters wide, showcases a 3D 'shop front' displaying recent magazine covers. It aims to emphasize that Big Issue vendors are running small businesses by buying and selling copies of the magazine to improve their lives. The mural also includes a QR code with the words 'If I'm not here' encouraging consumers to engage with vendors digitally and support their incomes through new initiatives.
The Missing Chapter | Whisper | Leo Burnett | 2022
Provide taboo period education to Indian Girls via traditional street art and murals familiar to every village. Menstruation is such a taboo topic in much of India that 23 million girls drop out of school annually at the onset of puberty. As part of its ongoing effort to destigmatize periods in the country, P&G Whisper created “The Missing Chapter,” a new curriculum on period education. The Cannes Grand Prix winner reached girls everywhere, even on school walls in media-dark, rural areas, and ultimately prompted India’s government to commit to change. Through a mix of paid and earned outreach the the brand was able to extend period education to over 40,000 partner schools. There were 45 million+ total media impressions and 170 total media exposures across national, online, and regional print publications.
Truck Art Childfinder | Berger Paints | Impact BBDO | 2019
Turn the trend of truck art into a means to find missing children. More than 3,000 children go missing in Pakistan – and many end up in areas with no media coverage, so being found is difficult. Truck Art was already an established artform that gave dreary trucks a beautiful makeover. BBDO and Berger Paints swapped out the floral images and celebrities typically found on these trucks for images of missing children, collaborating with artist Samar Minallah Khan. So, as the trucks drove through remote areas, children who were missing received publicity. The campaign managed to locate eight children and received more than 5,000 calls, while 725 children were reported. They were able to take an established custom many might not notice in passing and transform it to do good.
Graffiti Stores | Nike | AKQA | 2019
Turn street art into a brand access point to launch the new Air Max.
Nike partnered with the Brazilian street-art collective InstaGraffiti to place shoes on the feet of São Paulo's graffiti characters, representing the city's street scene. Graffiti artists updated the characters with coveted Air Max models, launching a new shoe line each week in different districts. Fans could obtain the shoes by visiting the walls and unlocking purchases at Nike.com through geolocation. As an added reward, an exclusive film brought the characters to life while wearing the shoes. The murals increased visits to Nike.com by 22% and garnered an 80-million social media reach. The project continues to be celebrated as part of the city's urban heritage.
The Most Expensive Work Of Art | Renfe | Shackleton | 2019
Turn a vandalised commuter train door into a piece of art and price it at 15 million Euros - the cost of vandalism that we all pay for. Renfe, the main rail network in Spain, faced annual costs of over 15 million Euros due to train vandalism and graffiti. This expense was borne by the Spanish public as Renfe is a public company. The vandalism not only resulted in financial costs but also caused delays in train restoration, passenger panic during graffiti artists' actions, and increased security expenses. To address this issue, Renfe transformed a decommissioned Commuter train door into the most expensive "work of art" and displayed it at ARCOmadrid 2019, one of the world's top art fairs. Visitors had the opportunity to participate in a reverse auction, reducing the door's value with each tweet using the hashtag #LaObraMásCara. The aim was to initiate reflection, foster debate on distinguishing between art and vandalism, and create awareness that graffiti on trains is a luxury society cannot afford.
