LISBON'S CITY HALL Promo RECYCLE YOUR SIGHT by TORKE+CC

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RECYCLE YOUR SIGHT

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Industry Museums & Libraries
Media Promo & PR
Market Portugal
Agency TORKE+CC
Creative Director Frederico Roberto
Art Director Daniel Soares, Miguel Marques, Filipe Varela, Virgolino Almeida
Copywriter Bob Ferraz, João Silva
Released July 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: LISBON'S CITY HALL
Product/Service: URBAN ART GALLERY
Agency: TORKE
Chief Creative Officer: André Rabanea (TORKE)
Creative Director: Frederico Roberto (TORKE)
Copywriter: Bob Ferraz (TORKE)
Copywriter: João Silva (TORKE)
Art Director: Miguel Marques (TORKE)
Art Director: Filipe Varela (TORKE)
Art Director: Virgolino Almeida (TORKE)
Art Director: Daniel Soares (TORKE)
Planner: Thaís Sumida (TORKE)
Project Manager: Joana Duarte (TORKE)
Project Manager: Sérgio Gomes (TORKE)
Project Manager: Francisca Pires (TORKE)
Media placement: Street Furniture - Street - 3rd July 2011

Describe the objective of the promotion.
Lisbon's City Hall and its Urban Art Gallery needed to collect more street artists for their ranks and to reach out to normal citizens, showing them that street art is art and appeal for a recycling conscience. 400 bottle containers and 10 trash trucks were made available as media canvas for the project, and full participation was expected.

Describe how the promotion developed from concept to implementation.
As a public entity, Lisbon City Hall had several goals with this briefing, namely gathering new street artists, reaching out to common citizens, communicating that street art can help prevent several vandalism issues and also prompting a recycling conscience. All this was tied together in the Recycling your Sight Project.

Explain why the method of promotion was most relevant to the product or service.
Lisbon's City Hall wanted to show that a rich cultural capital joins the old and the new. On top of that, citizens do not look at street art as art and how it can help protect other landmark building and public property. Having this in mind, Lisbon's City Hall provided its own street furniture as a media canvas for everyone.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Almost 3,000 applications were sent for the 400 bottle recycling containers and 10 trash trucks. These applications were sent by street artists AND common citizens. 120 new street artists joined the Urban Art Gallery ranks.