| Title | GRAFFITI GENERAL |
| Brand | BETC |
| Product/Service | GRAFFITI GENERAL |
| Category |
A06. USE/CURATION OF IMAGE(S) |
|
Entrant Company
|
BETC Paris, FRANCE
|
|
Advertising Agency
|
BETC DIGITAL Paris, FRANCE
|
Credits
| Remi Babinet |
BETC |
Executive Creative Director |
| Stephane Xiberras |
BETC |
Executive Creative Director |
| Ivan Beczkowski |
BETC Digital |
Executive Creative Director |
| Julien Derreveaux |
BETC Digital |
Art Director |
| Loris Cormoreche |
BETC Digital |
Art Director |
| Simon Franckard |
BETC Digital |
Art Director |
| Romain Pergeaux |
BETC |
Copywriter |
| Karim Boukercha |
|
Content |
| Thibault Dargeou |
BETC Digital |
Technology |
| Maxime Montegnies |
BETC Digital |
Development |
| Simon Doury |
BETC Digital |
Development |
|
Circus |
3d Modeling |
|
BETC Music/Les Kouz |
Sound Production |
| Eugénie Lefebvre/Miranda Salt/Xavier Blairon/Caroline Melody Meyer/Charlotte De |
BETC/BETC Digital |
Agency Management |
Creative Execution
To preserve as much as possible of this artwork, we modelized the largest real building ever in WebGL: 20 000m2 modelized in 3D, with 5 200 photos taken on site, calibrated and integrated with the 3D model.
We asked Karim Boukercha, street art curator, to reference up to 79 pieces of art and identify 42 famous street artists.
Finally we created a module so that people can make their own graffiti in the virtual building with already more than 64 000 virtuals graffs.
As an internal agency project, Graffiti Général had no media budget for its launch. We relied solely on the interest of the media and on word of mouth. Before the reconstruction work started, we invited journalists to visit the building and also give them the opportunity to discover the virtual experience whilst being in the real building.
With a zero media investment, Graffiti General had tangible results as:
- Over 20 000 virtual graffs the first week
- More than 64 000 virtual graffs in total
- 150 000 visitors
- 165 reached countries
- Hundreds articles
- Thousands tweets
- Graffiti General is now in the Google Cultural Institute gallery
The “Magasins Généraux” of Pantin, a gigantic building of over 20,000 m2, was abandoned in 2004, and became the playground for graffiti artists from all around the world.
The building is now preparing to undergo a fresh transformation and will in 2016 accommodate our new headquarters.
On the eve of the launch of the building reconstruction, we dived into an innovative, audacious and a little bit crazy project: to preserve and share with the public the unique cultural heritage of the building through a 3D web site accessible to all - Graffiti General.
Our Objective was to protect the thousands of graffs and the atmosphere of the building and extend the life of this unique place through a new virtual and interactive experience.