Title	-60% CULTURE
Brand	STATE OF THE ARTS
Product/Service	FLEMISH ART
Category	C03. Data Visualisation
Entrant	BBDO BELGIUM Brussels, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM
PR	BBDO BELGIUM Brussels, BELGIUM
Production	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Sebastien De Valck	BBDO Belgium	Creative Director
Arnaud Pitz	BBDO Belgium	Creative Director
Frederik Clarysse	BBDO Belgium	Creative
Johan Van Oeckel	Freelance	Creative
Patricia Van de Kerckhove	BBDO Belgium	Head of Production
Rob Govaerts	BBDO Belgium	Desktop Publisher
Tom Nackaerts	BBDO Belgium	Head of Studio
John Van de Pol	BBDO Belgium	Content Manager

Describe the creative idea

In November 2019 a newly formed Flemish Government decided to cut funding for art & culture projects by 60 %. To show the dramatic impact of this abstract piece of data, we covered 60% of various works of art, using the official Flemish color yellow. We sent the work to the artists and asked them to share the image on social media. On november 14, 2019, at 12 am, all artists shared the image simultaneously using the hashtag #thisisourculture. More than 500 artists, directors, singers, writers, performers, actors and illustrators shared the images. Visualizing not just a number, but also the impact of a piece of legislation in an immediate and simple way. Giving the Flemish people a symbol to share that is both representative and easy to replicate across multiple mediums both on and offline. Showing that -60% funding means -60% culture.

Describe the execution

The decision to cut funding was announced on november 11, 2019. Immediately, brainstorms were set up and the idea was presented at an action meeting on november 12. Over 500 contemporary works of art were covered for 60% and sent to the famous artists who made them. We coordinated the social media campaign by providing the artists a caption: "-60% funding = -60% culture", a hashtag #thisisourculture and a moment to share simultaneously on instagram: november 14, at 12 pm. By sharing with the same hashtag, the artists created a 60% yellow wall on the platform. After this launch, several initiatives were co-ordinated by State of the Arts. Theatres painted their windows 60% yellow artists and art students painted new works of art that were 60% yellow, posters for cultural events were covered for 60% with yellow posters, and a 60% yellow profile picture filter was made available.