THE SUN CHANGES YOUR MOOD (Canary Islands)
Role: Art Direction/Concept/Graphic Design
The agency Proximity BBDO created a concept ‘The Sun Changes Your Mood’ and from Initiative we had to think and execute an action to communicate it in the winter season in Europe. Therefore, we thought of communicating the sun through itsconsequence: the shadow.
And in order to do so, we used the technique of ‘clean graffiti’, which involves the use of pressurised water to create art from dirt on the ground.(It is an illegal technique as you can't dirty the floor with vinyl, but nobody says anything about cleaning it).
The most recognisable statues from 5 countries were the subject of this intervention.
In London, statues of Sherlock Holmes, former Prime Minister Winston Churchill, The Cordwainer and J.Seward Jonhson were transformed. In Dublin, statues of James Joyce, singer Phill Lynott, Molly Malone and The Linessman were altered. In Paris, statues of Thomas Jefferson, The Stroller, Sous le Chepeau and Aux Travailleurs Chinois were hacked. In Hamburg, the popular statues Stroertebeker Denkmal, Skulptur Liegende and Morgenstunde were hacked. Finally, in the Netherlands, passers-by were surprised by the transformation of statues such as Majoor Bosshardt, Andre Hazes, Drie Figuren and Vrouw met Stola.
In London, statues of Sherlock Holmes, former Prime Minister Winston Churchill, The Cordwainer and J.Seward Jonhson were transformed. In Dublin, statues of James Joyce, singer Phill Lynott, Molly Malone and The Linessman were altered. In Paris, statues of Thomas Jefferson, The Stroller, Sous le Chepeau and Aux Travailleurs Chinois were hacked. In Hamburg, the popular statues Stroertebeker Denkmal, Skulptur Liegende and Morgenstunde were hacked. Finally, in the Netherlands, passers-by were surprised by the transformation of statues such as Majoor Bosshardt, Andre Hazes, Drie Figuren and Vrouw met Stola.
