The city of Stockholm wanted to promote itself as an up-and-coming art destination. Stockholm Art Week was launched and leading institutions, museums, art galleries and fairs arranged special events throughout the week to attract the art crowd. Our goal was to put Stockholm Art Week on the map for a wider audience in a fun and engaging way.

Launch the campaign
Published
April 2013
Topics

The Story

The city of Stockholm wanted to promote itself as an up-and-coming art destination. Stockholm Art Week was launched and leading institutions, museums, art galleries and fairs arranged special events throughout the week to attract the art crowd. Our goal was to put Stockholm Art Week on the map for a wider audience in a fun and engaging way.

We decided to create a new "art movement" using a mobile app. We captured the movements of users around the city using GPS and Google Maps. We then engaged an artist to paint these movements on a real canvas. Every user could select the brush color of their choice, move around the city for 15 minutes and create a brushstroke on a co-created art piece. Throughout the week, the creative process could be follow online via a streamed link to the artist’s studio.

The Technology

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    Mobile

    iPhone

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    Social

    Facebook

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    Video

    Bambuser

The Results

The finished canvas was exhibited at the Stockholm Art Week closing party and then sold to support young artists in Stockholm. The campaign generated great PR in local and national TV, radio and newspapers as well as international buzz online. Stockholm Art Week is now definitely on the map.

Launch Date Feb. 11, 2013