Spinach Branding helps Campari support UK arts with ‘Art Without Walls’ campaign
Campari has handed over its East London ad spaces to stage an exhibition of UK artists. In support of the creative industry, many of whom have been hard-hit by the current pandemic, the ambitious ‘Art Without Walls’ sees the Italian icon team up with Affordable Art Fair to showcase the country’s largest open-air gallery, with 100% of the proceeds from sales going directly to the art industry. Spinach Branding has been working alongside PR agency 3 Monkeys Zero and media buyers Wavemaker to help create and facilitate the campaign.
Curated by the international contemporary art fair’s founder Will Ramsay, ‘Art Without Walls’ sees 500 original artworks from independent galleries across the UK display on billboards and spaces which usually show Campari adverts. The free street exhibition will run for two weeks from the 14 June, while the campaign is supported further with multi-channel marketing amplification.
Campari has long been involved with the arts, from as early as 1910 seeing culture and creativity as fundamental to its brand identity. Founder Davide Campari was fearless in his partnerships too, forming personal relations with often provocative artists of the time. He invested in avant-garde movements, engaged the Italian futurist Fortunato Depero who helped design the timeless Campari Soda bottle, assigned leading artists and illustrators Marcello Nizzoli, Leonetto Cappiello, Ugo Mochi, Bruno Munari and Milton Glaser, and collaborated with film directors Federico Fellini and Paolo Sorrentino to create impressive artwork and ad campaigns which helped steer and elevate the brand.
‘As a brand with a deep-rooted, 160-year affiliation with the creative world, we wanted to use our platform and advertising space to support artists and independent galleries pushing the boundaries of creativity in the UK,’ says Nick Williamson, marketing director at Campari Group UK. ‘Through immersive creative, and the sheer scale of this project, our latest campaign aims to inspire consumers, as well as generate sales of the artwork to provide much needed support to these talented artists, who have been impacted so heavily by the pandemic over the past year.’
‘Art Without Walls’ is combining digital screens, posters and projections in high footfall locations, while the campaign will be live across social media to generate maximum exposure. Each artwork on display will feature a unique QR code for potential buyers to be able to purchase them directly from Affordable Art Fair.
The campaign comes at an opportune time too. The last year has seen many of us find solace in the arts and music, with a renewed enthusiasm for craft and creativity. Research commissioned by Campari and conducted by One Poll in May revealed that from the 2,000 UK adults surveyed, 77% are now more open to arts and culture than before the start of the pandemic.
To learn more about ‘Art Without Walls’ and see the art collection for sale visit here.
Images ‘Art Without Walls’ June 2021 London © Spinach Branding.
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