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Luxury brands are seduced by urban art to achieve viral campaigns

2019-08-08T13:06:47.770Z

Luxury brands no longer look at urban art over their shoulders. Graffiti is no longer something marginal to become an extraordinary marketing tool.



Luxury brands no longer look at urban art over their shoulders. Graffiti is no longer something marginal to become an extraordinary marketing tool.

Firms like Gucci or Christian Louboutin have opted for urban artists for their campaigns, aware that this brings them closer to the public in a different and closer way.

In London, Los Angeles, Mexico City, Hong Kong, São Paulo or Milan ... the works of urban artists share a wall with luxury brand logos, which have understood that the visual attraction of graffiti can make a campaign Go viral in a few hours on social networks.

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"The world's biggest brands are using graffiti artists and this is something incredible," says Darren Cullen, founder of Graffiti Kings, a London-based artist collective, in statements to Bloomberg.

Cullen started painting when he was 10 years old, but says he has never had as much demand as he has been until now.

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Although sports and music firms have been resorting to urban art for years to position themselves in the market and target a specific audience, now this passion has reached the luxury brands, especially, because of the global impact they achieve in very Little time.

A mural of 17,500 square meters that the Zippo Manufacturing brand created in East London, in collaboration with urban artist Ben Eine and Global Street Art, received more than 11 million visits on various platforms. Another collaboration of this agency with the Italian Fendi achieved four million visits on YouTube.

But not all street artists welcome this commercial drift from the world of graffiti. And some prefer to talk about hand-painted advertising. "The aesthetics of what we are painting is very different from what street art generally is. It has much more in common with large-format advertising, but with the skills and technique of spray painting," explains Bloomberg Lee Bofkin, executive director of the Global Street Art agency.

Times have changed and if a few years ago it would have been impossible to see firms like Gucci related to street art, today it is the brands themselves who are looking for these campaigns to have a greater impact .

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"This movement is not casual or disinterested. Luxury brands are positioning themselves because it fits with their marketing strategy and because these campaigns allow them to reach consumers in a different and novel way. It is another example of how to do guerrilla marketing. .. and do it in this case with a certain style, "they point out from the PuroMarketing specialized portal.

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  • London
  • Gucci
  • Youtube
  • Hong Kong
  • Fendi
  • LOC

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