NIGHT GRAFFITTI, 4 by Wieden + Kennedy Sao Paulo for Smirnoff

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NIGHT GRAFFITTI, 4

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Industry Vodka
Media Design & Branding
Market Brazil
Agency Wieden + Kennedy Sao Paulo
Executive Creative Director Damian Coscia, Ícaro Dória, Guillermo Vega
Art Director Gabriel Guedelha
Copywriter Carolina Velloso
Released March 2013

Credits & Description

Advertiser: DIAGEO
Agency: WIEDEN + KENNEDY
Category: Exhibitions & Live Events
Advertising campaign: NIGHT GRAFFITTI
Copywriter: Carolina Velloso (Wieden/Kennedy São Paulo)
Agency Producer: Gabriel Dagostini (Wieden/Kennedy São Paulo)
Art Director: Gabriel Guedelha (Wieden/Kennedy São Paulo)
Agency Producer: Estela Pereira (Wieden/Kennedy São Paulo)
Executive Creative Director: Guillermo Vega (Wieden/Kennedy São Paulo)
Executive Creative Director: Icaro Doria (Wieden/Kennedy São Paulo)
Head Of Art: Pedro Izique (Wieden/Kennedy São Paulo)

Implementation
Grupo Acidum, a street art group from the Northeast of Brazil, created a series of Graffiti with the theme “Creatures of the Night”. The paintings were made with special paint that only appeared when exposed to black light. These lights were activated randomly, through an electronic timer, revealing characters of the night.The graffiti was made using mixed techniques like freestyle spray painting and stencil added with the traditional northeast laces that translated their roots in a modern and original way.

Client Brief Or Objective
Smirnoff had a new brand position “Don’t wait for an extraordinary night, make one.”, and our challenge was to inspire our audience to bring extraordinary into their own nights.

Outcome
Night Graffiti was placed in areas of great visibility and transit. Impacting around 1.1 million people in the streets. More than 900 thousand people got engaged with the project generating relevant conversation on social media.The graffiti also generated spontaneous media. Hundreds of relevant blogs and sites around
 the whole world commented about the project

Brief Explanation
In São Paulo, the city where on every corner you find amazing graffiti, we managed to stand out and catch people's attention, showing a new way to make street art. We created the first street art open air exhibition that only came to life at night.