Cannes Lions

GRAFFITERS WANTED

McCANN ERICKSON, Madrid / BRUNETE'S CITY COUNCIL / 2014

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Overview

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Credits

OVERVIEW

Execution

We could recognize and we invited them to erase them if they wanted to avoid paying the 300€ fine. This was our way of paying them the 300€ we promised them. Afterwards we asked them to paint on some panels what they had just erased so we could build the monument we had promised. It was an intelligent way of catching a very elusive group of people. Instead of going for them, we gave them a bait so they would come to us and hand themselves in. This selection process allowed us to distinguish between civic and annoying graffiti artists.

Outcome

The monument will stand permanently in a very visible place with a plate explaining its educational meaning. We cleaned up many areas that were affected by graffiti for a lower cost, given that we didn’t have to them in exchange for them not paying the fine; we showed respect to the real graffiti artists for not putting them into the same bunch and it was an educational lesson in the form of a monument, visible to the whole village.

- We managed to get the names and personal data of 20 graffiti artists. 5 of them, who we selected to erase their own graffiti, turned out to be responsible for over 60% of the graffiti in Brunete.

- The cost of erasing the graffiti was reduced in 30% in comparison with the last time they were cleaned 6 months ago, which means saving up to 15,000€ for a town council of 10,000 inhabitants.

- So far, none of the signatures of the 5 graffiti artists who were asked to remove their graffiti has appeared again anywhere in Brunete. Let us remember that they were responsible for over 60% of the graffiti art in Brunete.

- Respect towards true graffiti artists for not lumping them all together and an educational lesson for all the village to see in the form of a monument.

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