Challenge

Faced with a national lockdown, how do you get your target audience to fall back in love with CAMPARI again and drive brand and product consideration during a global pandemic?

Strategy

We knew that for our audience, creativity isn’t just about self-expression, its about self-definition and 89% of us want to be more creative after lockdown ends. We also know that as a brand, we’ve supported arts, design and cutting-edge creativity since day one – over 160 years ago. Bringing that all together, we used our audience’s passion for creativity to reignite their passion for CAMPARI. Knowing the creative industry has been negatively impacted by the pandemic, we wanted to stand up for the future of the under-threat art and design that fires our audience’s passion. Making sure they can still connect to, and be inspired by, their passion – now and in the future.

Creative Approach

CAMPARI joined forces with the Affordable Art Fair, to launch Art Without Walls – the UK’s largest outdoor art gallery – covering the streets of East London for two weeks from 14 June 2021, with vibrant art to support artists, independent galleries and to inspire the nation’s creative passions.

After a year of gallery closures that hit artists and galleries hard, and cut the country off from a source of creative inspiration, CAMPARI and the Affordable Art Fair repurposed space across London that would normally house adverts to instead exhibit 500 original works from independent galleries across the country.

All the artwork was available to buy via a QR link, which took people directly to the Art Without Walls collection on the Affordable Art Fair site – with 100% of the proceeds going to the art industry.

By combining digital screens, posters and projections in high footfall locations, the gallery generated the same amount of exposure per artwork as if it were hanging in the Tate Modern – the UK’s most popular cultural destination – for a week.

Results

The 360 campaign across PR, social and OOH reached over 86 million people – inspiring Londoners with over 500 pieces of artwork dotted around East London. With the majority of the 44 pieces of coverage including more than one impact measure and key message. More importantly, as a result of the campaign, we raised awareness and money for the arts industry with over 1,675 sessions tracked on the Affordable Art Fair website linked directly to the campaign and 21 pieces of art purchased, with a further 131 added to people’s baskets on the site.


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Bringing art to life with CAMPARI

CAMPARI joined forces with the Affordable Art Fair, to launch Art Without Walls – the UK’s largest outdoor art gallery – covering the streets of East London for two weeks, with vibrant art to support artists, independent galleries and to inspire the nation’s creative passions.

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