Title	LET IT ALL ART
Brand	BNP PARIBAS FORTIS
Product/Service	LET IT ALL ART
Category	A05. Data Visualisation
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
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
Mathieu Cardon	Publicis Groupe Benelux	Co-Creative Director
Laurence Van de putte	Publicis Groupe Benelux	Co-Creative Director
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 Creative Data?

On LetItAllArt.be, people could create art in 2 simple steps. 1)Allow access to their microphone and camera. 2)Press record and scream. The algorithm then analysed the pitch, timbre and volume of each scream. Based on these 3 data points, it created different corresponding shapes and colours into art. Each piece of artwork that was generated by the AI was personal and unique. We then exhibited together all the different artworks on a wall to build an artistic monument that symbolized the resilience that the Belgians had demonstrated during the Covid 19 pandemic.

Background

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 / data solution (20% of vote)

Together with Yes YesNo LLC an interactive collective that specializes in the creation of captivating, magical installations that combine creativity, artistic vision, and cutting-edge R&D. We worked on an algorithm that could analyze the pitch, timbre and volume of each scream. Based on these 3 datapoints it created different AI-generated shapes and colours. We transformed 5.496 screams into personal and unique pieces of art. These were assembled on a digital wall which was hosted on website LetItAllArt.be. Once the lockdown measures were lifted, we exposed 449 pieces on a 50-metre-long wall in the centre of Brussels, at the Bourse. There were on the wall, next to each piece a QR-code that people could scan and hear the screams that originated it, the name and location of their authors.

Describe the data driven strategy (30% of vote)

We needed a concept that could resonate strongly with each Belgian. It also needed to be feasible without taking any health risks. We offered the platform as a solution to alleviate yourself “in an easy way” from the frustrations of the pandemic. You could use the tool at home, indoors, on either a computer or a smartphone. It was simple and effective. People could create art in 2 simple steps. 1)Allow access to their microphone and camera. 2)Press record and scream. The data helped us to keep our promise and transform the negativity of their scream into something beautiful and personal: art. Once people started using it, we invited people to take part and contribute to the monument piece. One huge piece of art that would be used as symbol of resilience during what was a challenging time.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

The data allowed us to transform negativity into something positive and create art with it. It gave us all the same easy way to express ourselves, but it also made our expression personal and unique.

List the data driven results (20% of vote)

We were 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.