Challenge: Lisbon has one the widest urban art collection in the world, but its citizens didn´t look at it as art. Lisboners needed a change of heart towards graffiti. Public awareness regarding street art, had to change.
Output: An outdoor exhibition entitled “Recycle your Sight” was created involving the City Hall.
The canvasses used in the exhibition were the City Hall´s own street furniture. Trash trucks and recycling bottle containers were the perfect media for street artists to showcase their art in a legitimate way, since everyone has a daily contact with these supports. More than 3.000 applications were sent for 10 trash trucks and more than 400 recycling bottle containers.
The project went top 10 in The Guardian’s street art projects in 2011 boosting Street Art notoriety in Lisbon and creating a new level of relation with its citizens.
The stunt hit the news in prime time television and the more 3000 applications and 700 city tours made the project so famous in the country, that when the Portuguese government organized a gala, with live transmission in national TV, it was distinguished as being one of the best cultural projects of the year.
A work of art.
Cannes Lions 2012, PR Stunt (bronze)
Gala Nacional da Cultura 2012 – Portugal Aplaude 2011 (menção honrosa)
CCP 2012, Media (Gold + Silver)
CCP 2012, Marketing Relacional BTL (Gold)
CCP 2012, Brand Activation (Silver)