“Make Art Not War” Campaign
Client
Wrung (France)
Work
Creative directionCollection design
Marketing
About
Wrung was a Parisian streetwear brand with deep roots in Graffiti and Hip Hop culture. The brand was ageing and needed to renew its image and speak to new audiences while staying true to its DNA.
My role
I developed collections, collaborations and marketing campaigns centred around graffiti and street art, which significantly strengthened the brand’s creative DNA and authenticity.
The brand gained over 60K followers on Facebook and 20K on Instagram
The brand campaign videos cumulated over 200K views on Youtube.
Artists related videos cumulated over 500K views on Youtube.
The theme became a collection seasonal staple, selling over 50K pieces.
The “Make Art Not War” message was sprayed and stencilled across the city, and supported by a serie of ‘propaganda’ videos pushed on social.
The public identified with the logo and the message, strongly engaging with the campaign, taking pictures and posting them on social media, reposting the videos on their page. The campaign became viral and generated a strong buzz.
The message was taken from the streets to the art gallery through the “Make Art Not War” pop-up exhibition at Espace Leon (Paris).
The exhibition united more than 100 international artists including graffiti writers, street artists, illustrators, designer, agencies and media outlets who created unique artworks for the occasion.
The artworks were auctioned and the proceeds were donated to charity.
A very successful branding op, “Make Art Not War” was also a huge commercial success.
The brand stood out from its competitors and saw a significant increase in sales. It was further supported by the launch of pop-up events at big department stores including Citadium the self-proclaimed “emblem of youth culture and fashion for the Printemps Group in Paris”.
The theme became a brand staple that inspired a wide range of designs and products.
Beyond commercial success, the message had a positive impact on the local street culture.
By giving a positive message, “Make Art Not War” inspired rappers to also deliver positive messages through their music and lyrics. It also encouraged artists to produce art with a message and defend good causes.
