LET IT ALL ART

TitleLET IT ALL ART
BrandBNP PARIBAS FORTIS
Product/ServiceLET IT ALL ART
Category A03. New Realities & Voice Activation
Entrant PUBLICIS Brussels, BELGIUM
Idea Creation PUBLICIS Brussels, BELGIUM
Production PUBLICIS Brussels, BELGIUM
Post Production PUBLICIS Brussels, BELGIUM
Credits
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

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 where the voice 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

We built a platform where the voice was the only mean to activate the algorithm. The AI would analyze the pitch, timbre and volume of each voice. Based on these 3 data points, it created different corresponding shapes and colours and made them into art. This meant that each piece of artwork was personal and unique. This concept resonated strongly with each Belgian because it was easy to do, and it avoided taking any health risks. The platform was a mean to alleviate yourself “in an easy way” from the frustrations of the pandemic. 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. This allowed each Belgian to interact and engage with the brand with their voice while relieving themselves of the negativity they had bottled up during the lockdown.

Describe the strategy

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 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 execution

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

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.