Writing on the wall: Graffiti that’s legit
Building street cred among hip urbanites
December 9, 2005
When trying to reach young, hip urbanites, it helps to talk to them in a visuals they can relate to. And for those young, hip urbanites, graffiti is a sure no-brainer. It’s all over the place.
But imagine turning a corner to be confronted by a wall of graffiti that’s not the usual muddle of indecipherable names and rude words.
Rather, it’s a huge ad.
Graffiti art can be highly effective, as Uniliver learned with the Shampoozled campaign it ran in September and October.
The idea is simple–and legal. Alloy Media + Marketing, a New York-based out-of-home company, has put together a network of walls in the top 25 U.S. cities that can be used legally for graffiti-style advertising.
Important too is their network of graffiti artists with signatures that have enough street cred in the local market to keep other graffiti artists away.
An attraction of graffiti ads, says Derek White, executive vice president at Alloy, is the image it projects.
It provides the street credibility to a brand that is hard to provide through other sorts of media, he explains. He says the medium lends itself to reaching youths, multicultural demos and young professionals.
“We have been dabbling in it for a couple of years, but only in last 12 months has it really taken off with the larger, more established brands and agencies.”
Other advertisers who have used Alloy’s graffiti art network recently include Kodak and Sony Playstation.
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