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Street Art & Guerilla Marketing (Netherlands)

 

Posted on February 25, 2008
Coralie Franiatte

 

Brands are not the only entities that use street marketing. Artists, too, are now invading streets and alleys with large scale creative marketing actions.

The artist Henk Hofsra added a bit of color to the life of the Dutch city Drachten by painting a 1 kilometer stretch of road in bright blue. Written withinin the blue in big white letters are the words “Water is life”.

At first, many might have thought that this was about raising awareness around what a precious resource water is (but in this case it is not). This road takes the exactly same route as an old water canal, and the objective of the action was to remind people of this. The water will soon be able to follow its former flow! This year the road will be destroyed and the canal will be restored as a waterway.

This project (half of which is financed by the city itself), shows how impressive and impactfull a little paint (well, 4000 liters of it to be exact) can be…

Another artist called Florentijn Hofman had a similar idea: he painted a road in Schiedam bright yellow, to symbolize the wealth this road would bring into the city once its reconstruction into a new main arterial road is complete.

And last but not least we present an operation conducted by Cristoph Steinbrener in Vienna: in one place the artist covered all the spaces usually covered by advertising billboards in yellow, to demonstrate how much space advertising occupies in our daily lives and how we hardly notice this anymore.


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