Etnia Barcelona is a brand that transmits values and that, beyond its positioning and technical characteristics, manages to differentiate itself from the oversaturated market of fashion accessories. The brand is based on three fundamental pillars: Tradition, Color and Culture.
On this occasion, we made the brand a proposal for an interactive outdoor advertising campaign, developing an idea that complemented and amplified the communication concept that the brand has been using since 2017: #BeAnartist, with which the brand promotes an attitude, a point of view.
In life we discover many "idols". People with a special skill or ability that we admire. The art world is full of examples. However, we often think of these artists as people blessed with a gift, when they simply express themselves freely and expose themselves to the critical eye of others. We can all be artists in one way or another.
And besides... Doesn't whoever inspires an artist to create his or her great work also have a special gift?
The idea is to bring the most iconic artists in the history of painting into a contemporary urban environment and allow users to be inspired by their artwork.
To take full advantage of the potential of digital media and channels, the format chosen as the vehicle in which this idea will travel is that of an interactive outdoor campaign. It will be an excellent way to reinforce the brand image and achieve great notoriety, allowing many more people to get to know the brand and be interested in it (even, to have media repercussions).
How it works:
— The installation will consist of a large digital screen installed at street level, so that it appears to be integrated into the environment, and will show the portal of a building with an entrance staircase. A place will be sought where passers-by can walk past the screen (as they would walk past any building façade) and which can also attract the attention of vehicles when stopped at a traffic light.
— The installation will have cameras connected to face detection software. One in the central area (on the stairs of the building) and one on one of the sides.
— The "at rest" state will be that the artists are loitering on the stairs. As if they were members of a band (they are relaxed, talking to each other...). They have some signs at the bottom (they will be the ones containing the instructions about the interaction and the instructions to download the App).
— When the camera detects that someone passes in front of them, the characters react trying to attract the attention of the individual, pointing to the posters with the instructions, so that he/she interacts.
— On one of the posters there is a QR code (in addition to other alternatives) that will take the user directly to the AppStore to download the application of this action.
— In the App, the user can choose which artist he wants to inspire by clicking on his photo. Upon doing so, the selected artist walks down the staircase and asks the user to accompany him or her to one of the sides.
— The artist, next to a canvas placed on the street, starts to make framing gestures (the instructions will ask the user to stare at him/her). Camera #2 will take a picture of the user's face. The artist will start drawing on his canvas (in his own style, of course).
— When finished, the artist will take the canvas to the other side and place it so that it is displayed on the street. The artist thanks the user and returns to the ladder with his companions. At that moment, the user also receives it on the App (in Instagram square format and with the hashtag #BeAnartist at the bottom), from where they can share it directly on their social networks.
The user chooses a character, and that artist will be inspired to paint a picture in his or her own style.
The system takes an image through Camera #2 that will serve as a base on which to work and apply the artist's style (in a semi-automated process, with almost no human intervention).
The user has to connect via WiFi or Bluetooth to the digital display and immediately a webapp will open in the browser, asking him to enter the PIN code that links him to the device (it will be visible in the instructions on the screen).
The user chooses the artist he wants to inspire, as if it were a deck of cards.... When he/she has decided, he/she presses the "Inspire" button.
When the artist finishes painting the picture (live, on the large digital screen), in addition to being exposed for a while in "the street", the user receives the work on his mobile, with the option to share it on his networks.
The App links directly to the user's social networks to easily share the image (in square format) that incorporates the hashtag of the brand's global campaign.
ART DIRECTION: Julio Liarte
GRAPHIC DESIGN: Julio Liarte
We made the brand a proposal for an interactive outdoor advertising campaign, developing an idea that complemented and amplified the communication concept that the brand has been using since 2017: #BeAnartist.
The idea is to bring the most emblematic artists in the history of painting to a contemporary urban environment and allow users to be inspired by their artwork.