CAMPARI has joined forces with Affordable Art Fair, to launch Art Without Walls, the UK’s largest outdoor art gallery – covering the streets of East London for two weeks from 14 June 2021, with vibrant art to support artists, independent galleries and inspire the nation.
CAMPARI brings to life its long-standing relationship with the arts in this new, evocative campaign headed up by 3 Monkeys Zeno, transforming its out-of-home advertising space into the UK’s largest outdoor art gallery.
After a year of gallery closures that hit artists and galleries hard, and cut the country off from a source of creative inspiration, CAMPARI is repurposing space across East London that would normally house adverts to instead exhibit 500 original works from independent galleries across the country.
The campaign marks many firsts for the international drinks brand, including a landmark partnership with the Affordable Art Fair whose founder – Will Ramsay – has expertly curated the Art Without Walls collection. Plus, a commitment to transforming its out-of-home marketing to showcase artwork from the UK’s independent galleries.
3 Monkeys Zeno activated this campaign from conception to launch, in partnership with Wavemaker (media agency), Kinetic (OOH specialist) and Spinach (brand agency). The campaign combines digital screens, posters and projections in high footfall locations, generating the same amount of exposure per artwork as if it were hanging in the Tate Modern – the UK’s most popular cultural destination – for a week. The location of the gallery sites has been planned with the consumer journey in mind, beginning from the tube, all the way up to the streets, mirroring an authentic gallery experience. The campaign will also be live across paid social and PR.
Art Without Walls launches at a time when the UK is feeling a renewed sense of creativity as it emerges from an historic crisis. Research commissioned by CAMPARI reveals that 77% of people are more open to arts and culture than before the start of the COVID-19 pandemic.
To buy a piece you like from the gallery, or to simply be inspired, capture the QR link featured on the piece of art or visit https://affordableartfair.com/campaigns/campari-art-without-walls.