STREET COLLECTION by Urban Summer for Urban Arts

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STREET COLLECTION

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Brazil
Agency Urban Summer
Creative Director Alessandro Guidini
Art Director Eddie Petriccione
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: URBAN ARTS
Product/Service: ART GALLERY
Agency: URBAN SUMMER
Date of First Appearance: Mar 1 2011
Entrant Company: URBAN SUMMER, Sao Paulo, BRAZIL
Chief Executive Officer: Andre Diniz (Urban Summer)
Creative Director: Alessandro Guidini (Urban Summer)
Operations Director: Caio Bamberg (Urban Summer)
Planning Director: Gabriel Zuccoli (Urban Summer)
Account Director: Thais Coiado (Urban Summer)
Executive Producer: Fabiano Coelho (Urban summer)
Head of Art: Thomas Zander (Urban Summer)
Head of Copy: Tiago Lucci (Urban Summer)
Art Director: Eddie Petriccione (Urban Summer)
Ilustrator: Binho Ribeiro (Terceiro Mundo)
Marketing Mannager: Celia Kimati (Urban Arts)
Media placement: Stickers - City Streets - March 1, 2011

Insights, Strategy & the Idea
URBAN ARTS is a digital art gallery that sells posters, paintings and interior design objects created by independent artists. Its new collection was inspired by the work of graffiti artists and composed of print fabrics and design objects signed by street and renowned artists.

Our target is predominantly young, composed of art directors, illustrators, skateboarders, musicians and contemporary art lovers. Many times they are co-creators and are always in sync with urban artistic movements.

Our solution was to use the street itself as media. We needed to create a low budget strategy that valued the concept of the collection and the spirit of the art gallery. And, at the same time, had a big impact on that specific target audience.

By going to the streets and using spots with graffiti as media, we managed to translate the communication and media strategy into the same language of the arts and its appreciators.

Creative Execution
Instead of using traditional media, our solution was to produce large scale posters with a special die cut simulating interior home environments, with furniture and design objects. These posters had hollow spaces at some specific objects, like cushions, table lamps and ceramic mugs.

The posters were pasted on the streets, at points of great visibility, over graffitis by artists hired to create the custom prints for the collection. The hollow spaces in these posters revealed the colors of the original art on the walls behind them, taking the form of fabric prints and the colors of the collection’s design objects.

Results and Effectiveness
During the first month of the action, the number of visitors of the Urban Arts website increased by 28%. Sales superseded expectations, in less than 45 days the products of the collection's first edition, signed by Binho Ribeiro had been sold out. The action generated a ROI of 371%.