KOLORCITY

ClientKAZINCBARCIKA COUNCIL
Category B08. Events & Stunts
TitleKOLORCITY
Product/ServiceKAZINCBARCIKA CITY
Entrant ARTIFICIAL GROUP Budapest, HUNGARY
Idea Creation ARTIFICIAL GROUP Budapest, HUNGARY
Production ARTIFICIAL GROUP Budapest, HUNGARY
Credits
Name Company Position
Dezső Nagy Artificial Group Creative Director
Istvan Aved Artificial Group Creative Director
Orsolya Szeglet Artificial Group Account Manager
Peter Tiba Artificial Group Motion Designer
Zsofi Englert Artificial Group Head of Production

The Campaign

The objective of the campaign was to change the perception of the city of Kazincbarcika - not only in externalities but also in the minds. During the campaign we turned the disadvantages of the city (grey and monotone) into advantages with re-interpreting the concept of the event. We did not organise an event in the city, but instead made the city the event itself — with the help of colours. Because – as our campaign idea says - grey is not a colour, it is a state of mind that can be changed.

Execution

During the past three years with the help of local community and the City Council we have create a series of colourful phenomena in the city. These mementos change the impression about the city and make it more exciting to discover. This act is not only good from touristic point of view but also has a good effect on the life of local community.

During Kolorcity city visits doubled from the original 15 000 - 20 000 up to 40 000 people. After Kolorcity the number of nights spent in the city has raised with 30%.

The Situation

Kazincbarcika was a dusty industrial city with a grey and boring image. Our objective was to change this perception. But you can’t change this in an ad block. Instead you can create something that becomes a topic to talk about.

The Strategy

Instead of creating spectacular commercials and print ads that dress up a city with fictitious features we focused on local communities that can create change in their own surroundings. Because real change comes from inside. This honest and active role of local communities represented an attitude that worth talking about. We talked to the entire nation of Hungary through social media and PR appearances.