For MINI & S.M.A.K. Gent: Giving back the canvas
Concept Creation
TBWA Antwerp - 2015
Context
Art is made to be seen by people. But to see an artist's work the audience is forced to visit museums. The only canvasses people are directly confronted with in daily life are advertising billboards. And there are a lot of them.
Proposition
Action
What if MINI gave away 1 large billboard every time they book an outdoor netwerk. Just one. Then an artist can use this public space to show his/her work to a broad audience. The only commercial message is the message above the billboard saying:
Giving back the canvas to: (name of artist).
Let's make this bigger. As a global brand, MINI is a proud sponsor of creativity. So why would we do this only in the Belgian market? Why doesn't every MINI marketing director puts their signature underneath a charter stating that from now on, every time MINI books an outdoor network, 1 canvas will be given back to art. Rest assure, the amount of free PR is certainly worth the effort.