2021 Brand Experience & Activation


Product/ServiceLET IT ALL ART
Category C03. Exhibitions / Installations
Entrant PUBLICIS Brussels, BELGIUM
Idea Creation PUBLICIS Brussels, BELGIUM
Production PUBLICIS Brussels, BELGIUM
Post Production PUBLICIS Brussels, BELGIUM
Name Company Position
Maxime Van Parys Publicis Groupe Benelux Creative
Jannik Vinck Publicis Groupe Benelux Creative
Mathieu Cardon Publicis Groupe Benelux Co-Creative Director
Laurence Van de putte Publicis Groupe Benelux Co-Creative Director
Berten Peremans Publicis Groupe Benelux Chief Strategy Officer
Allen Marchant Publicis Groupe Benelux Account Director
Gaetan Demeulenaere Publicis Groupe Benelux Account Manager
Malika Gharbi Publicis Groupe Benelux Account Executive
Tom Verhoeven Publicis Groupe Benelux Client Lead
Carl De Gussem Publicis Groupe Benelux Strategic Lead
Anthony O'Donnell Publicis Groupe Benelux Connection planner
Philippe Haine Publicis Groupe Benelux Marketing Performance Strategist
Michel Salamon Prodigious Agency Digital Director
Teo Rasmerita Prodigious Agency Digital Producer
Joris Van der Plaetsen Publicis Groupe Benelux Digital Producer
Christophe Van Tricht Publicis Groupe Benelux Graphic Designer
Bruno Menon Publicis Groupe Benelux Graphic Designer
Zach Lieberman YesYesNo Artist
Molmol Kuo YesYesNo Artist
Gauthier Fairon Publicis Groupe Belgium Editing
Lise Tran Publicis Groupe Benelux Strategic Planner
Christina Goosdeel Publicis Groupe Benelux Content Strategist

Why is this work relevant for Brand Experience & Activation?

With this campaign, Let It All Art, the broad public could experience with the brand thanks to online platform we built. This platform transformed screams into a personalized artwork. We then made a national call for each Belgian to participate and contribute to the biggest collective art piece ever created and build a national monument of resilience and positivity. Once the monument was built, people could continue to engage the brand. Through QR-codes, people could scan each art piece and hear the screams that created them. And discover the name and location of their authors.


Positivity helps you grow and thrive. Whereas negativity weighs you down and you stagnate. And with every negative impact of COVID and its subsequent lockdown had on our lives (illness, death, businesses closed, loneliness, …) it became difficult to be positive. BNPPF wanted to address this. They believe that banks can be a catalyst for growth, even in hard times. On the 1-year lockdown anniversary, they created a platform that transformed screams of frustration into something beautiful and personal: art. This activation was to demonstrate that each Belgian could turn negativity into something positive. The key business challenge for this activation was for BNPPF to be seen as an actor of unity and an enabler of positivity amongst the Belgian population. To create an interaction with Belgians and have a positive impact on their mental health while increasing the human aspect of the brand image.

Describe the creative idea (20% of vote)

On LetItAllArt.be, people could create in 2 simple steps. 1)Allow access to their microphone and camera. 2)Press record and scream! Thanks to an algorithm that analysed the pitch, timbre and volume of each scream, the AI-generated artwork was unique and personal. Belgians could share it on their own social media. Each art piece was then integrated in the collective mural on the website. After the lock-down measures were lifted, the collective mural was transferred onto a 50m wall in the centre of Brussels. Through QR-codes, people could scan each art piece and hear the screams that created them. And discover the name and location of their authors.

Describe the strategy (20% of vote)

During the COVID period we suffered the negative effects that the lockdown had on our lives (illness, death, businesses closed, loneliness, …). It became difficult to be positive. On the 1-year anniversary of the lockdown BNPPF launched a platform that would allow each Belgian to scream out their negativity and create something positive out of it, a unique piece of art. To mobilize the broader public, we invited all the Belgians to take part in building the biggest collective art piece ever created. Belgians could share it on their own social media. Spreading the positivity and inviting others to experience this artistic catharsis. All screams were first reunited on a digital mural on a LetItAllArt.be. Then, after the lock-down measures were lifted, we reproduced the digital wall on a real 50m wall at the Bourse, in Brussels.

Describe the execution (30% of vote)

We kicked off the campaign on 15th March 2021, on the anniversary of the lockdown. For 6 weeks we built the awareness around the platform and explained the reasons behind it through earned media in the national press. Simultaneously, we encouraged Belgians to try the tool and contribute to the mural asking them to help us create this gigantic monument with videos and banners on digital platforms (Youtube, Facebook, Instagram, and Twitch). On 21st of April, we installed our physical wall with all the different pieces of art that each person had created, at the Bourse, in the center of Brussels, Belgium. This wall was live until 7th June 2021.

List the results (30% of vote)

We exceeded every media performance and traffic goals we had set for a 6-week campaign on our digital platforms: Youtube, Facebook, Instagram and Twitch. We were also heavily present in the press: total earned media value estimated at 60.000€. 69.293 Belgians interacted with the platform, spending on average 1min30 exploring it (twice the average). 5.496 of them used our tool to let their anger out. Watching others scream generated relief as there were 17.129 clicks to view the digital art wall. Thanks to this massive participation, we were able to create a physical mural, made of 449 unique art pieces. These results demonstrate the importance of connecting with consumers on a personal level and truly helping them. They also suggest a positive brand image and likeability in the long run. The physical wall of 50m long produced 588.000 contacts over the 6-week period it was up.