URBAN ART GALLERY by TORKE+CC for LISBON'S CITY HALL

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URBAN ART GALLERY

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Industry Shows, Events & Festivals
Media Film
Market Portugal
Agency TORKE+CC
Creative Director Frederico Roberto
Art Director Daniel Soares, Miguel Marques, Filipe Varela, Virgolino Ferreira
Copywriter Bob Ferraz, João Silva
Released June 2012

Awards

Cannes Lions 2012
PR Lions Public Sector Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Public Sector
Advertiser: LISBON'S CITY HALL
Product/Service: URBAN ART GALLERY
Agency: TORKE Lisbon, PORTUGAL
Advertiser LISBON'S CITY HALL
Product URBAN ART GALLERY
Entrant TORKE Lisbon, PORTUGAL
Type of Entry: Sectors & Services
Category: Public Sector
Title: URBAN ART GALLERY
Advertiser/Client: LISBON'S CITY HALL
Product/Service: URBAN ART GALLERY
Entrant Company: TORKE Lisbon, PORTUGAL
DM/Advertising Agency: TORKE Lisbon, PORTUGAL

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: Daniel Soares (Torke)
Art Director: Virgolino Ferreira (Torke)
Planner: Thaís Sumida (Torke)
Project Manager: Joana Duarte (Torke)
Project Manager: Sérgio Gomes (Torke)
Project Manager: Francisca Pires (Torke)

Describe the campaign/entry
Lisbon citizens weren’t approaching street art, so street art had to go to the heart of the people and their daily lives. Lisbon's Mayorship knows that the most important thing is to maintain public property and historical heritage, so it's better to legalise and motivate this type of art in a legitimate way, also showing that it is a modern and cool autarchy, which encourages recycling as well. Lisbon is well-known for its cultural treasures and among them, one of the greatest street art collections in the world, throughout the capital’s streets. But its citizens don’t look at it as art.
So, if people weren’t approaching street art, street art had to go to the heart of the Lisbons’ citizens and their daily lives. Lisbon's Mayorship knows that the most important is to maintain public property and historical heritage, so, it's better to legalise and motivate this type of art in a legitimate way. This is a clear case of public opinion supported in a PR stunt that prompted a lot of media coverage, due to its news worthy material.

Describe the brief from the client
Reach out to general citizens, teaching them that graffiti is not a crime, inviting street artists to intervene in legitimate public property. The research consisted of evaluating the number of complaints about illegal taggings and public vandalism as well as hundreds of requests by street artists to do something in their own city, at a world-wide art level.



Results


The Go Arte Urbana City Tour was fully booked and almost 3,000 people did the tour. Lisbon City Hall received almost 3,000 art submissions for its recycling spots. The project helped protect historical heritage and public property since it minimised illegal taggings and vandalism.The Portuguese government praised the whole initiative in a live national TV transmission gala, portraying it as one of the best cultural projects of the year. Thousands of websites and personal blogs mentioned the project as an example to be followed by other cities. The Guardian elected Lisbon’s street art collection as one of the finest in world.



Creative Execution


Lisbon’s City Hall started by inaugurating the Urban Art Gallery, an open air gallery, with several endorsed artists. A website was created to catalogue Lisbon’s main works of art since 1974. In order to change every citizen's opinion regarding urban art, we created the 'Recycle your Sight' project, an outdoor street art exhibition in more than 400 recycling spots. It is still taking place, since the 3rd of July, 2011. To motivate everyone to see Lisbon’s street art collection, the Go Arte Urbana project consisted of a citytour in 2 Citroën DS3s fully customized by 2 Portuguese street artists. Several street artists themselves drove the cars and explained the graffiti.




Lisbon’s City Hall started by inaugurating the Urban Art Gallery, an open air gallery, with several endorsed artists. A website was created to catalogue Lisbon’s main works of art since 1974. In order to change every citizen's opinion regarding urban art, we created the 'Recycle your Sight' project, an outdoor street art exhibition in more than 400 recycling spots. To motivate everyone to see Lisbon’s street art collection, the Go Arte Urbana project consisted of a citytour in two Citroën DS3 fully customised by 2 Portuguese street artists. Several street artists themselves drove the cars and explained the graffiti’s.




Using the city's own street furniture was the key element to bring graffiti closer to everyone. We knew that Lisbon's street art collection is one of the best in the world, but no one sees its true greatness. So all of this had to be tied up in a public organism, and deliver to everyone, wrapped, done, ready to 'consume'.