With the help from Sao Paulo's citizens, GE coloured a gray city and turned it into an open sky art gallery.

And by doing that, it managed to create a new action for the brand in a city that banned advertising in public spaces.

On the internet, people found out about the artists, chose the works and followed live the art being displayed.

The artists got inspiration from GE's innovations: trains and turbines, technologies that allow the re-usage of water, pocket ultrasound and wind energy generators.

GE. If we can imagine, we can do it.

The GE Gallery featured five artists who could paint their works on buildings at busy city streets.

Each work was about 120 feet tall and illustrated themes like: Energy, Transportation, Health, Water Reuse and Aviation.

Because the brand itself was not allowed to appear in the works, we used social networks to connect the initiative to GE.

The brand’s fanpage became the project hub, the place where all of the project’s contents were made available: making of videos, profiles of artists, cultural activities near the Gallery and other contents.

Through the fanpage, people could also vote to pick the two works that would be painted last and also keep up with their making via live streaming. To top it, they could even download the augmented reality app that brought life to one of the works: users simply had to point their devices at the painting to watch a surprising animation.

The GE Gallery quickly generated media coverage: it was featured on newspapers, TV, radio and the Internet.

With over R$4,000,000 in earned media, it surpassed by over 400% our paid media investment. Over 68 million people were impacted — 30% of the Brazilian population.

The project involved 40 staff members, 500 spray cans, 42 ink gallons and 15 artists. It promoted GE and reinforced the brand’s role as a partner in developmental matters.

Above all, it showed that it’s possible to turn São Paulo into a friendlier, more colorful metropolis.

After all, if it can be imagined, it can be done.