ING / Bache bag
A monumental billboard turned into city bags.How do you cover the ugly scaffolding of a building under reconstruction, raise awareness for ING and reinforce the positioning for their free online Lion Account?
We wanted to turn the public space into a public experience. So we took the cover of the ING in refurbishing as an opportunity to create a monumental artwork of 2200 m2 by famous belgian artist Jean-Luc Moerman. The public was then invited choose the part of the artwork they liked, through an online contest. This part was recycled into a citybag, a unique collector’s item.
Role: Creative / art direction
In collaboration with Peter Bronselaer (copywriter), J-L Soille (CD)
Artist: Jean-Luc Moerman
Art buyer: Ariane de Siron
Production: Urban Media
Agency: Euro RSCG/HAVAS