BANKSY by CHI & Partners London for News International

BANKSY

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Industry Newspapers
Media Promo & PR
Market United Kingdom
Agency CHI & Partners London
Executive Creative Director Ewan Paterson
Creative Director Ed Edwards, Dave Masterman, Micky Tudor
Typographer Suzy Hydon
Released February 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NEWS INTERNATIONAL
Product/Service: NEWSPAPER
Agency: CHI & PARTNERS
Date of First Appearance: Mar 1 2010
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Creative Director: Dave Masterman (CHI & Partners)
Creative Director: Ed Edwards (CHI & Partners)
Executive Creative Director: Ewan Paterson (CHI & Partners)
Typographer: Suzy Hydon (CHI & Partners)
Creative Director: Micky Tudor (CHI & Partners)
Account Director: Danny Josephs (CHI & Partners)
Media placement: Viral - YouTube - March 2010

Describe the objective of the promotion.
To publicise the first ever interview with infamous graffiti artist Banksy in the Sunday Times.

Describe how the promotion developed from concept to implementation.
We wanted to create a buzz by creating a unique graffiti artwork to publicise the interview.
To implement this, we hired a hooded graffiti artist in major city centers and employed a stenciling process called ‘Clean Graffiti'. This is done by blasting a high pressure jet wash through the stencil onto a dirty pavement, exposing a cleaned image.

Explain why the method of promotion was most relevant to the product or service.
By trading on Banksy’s notorious anonymity, we could create a buzz that looked to all the world like Banksy was creating an artwork for his own interview.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This resulted in a 12,000 uplift and total sales of 1,131,000.