STREET CLEANERS - CITY OF PRAGUE
The City of Prague (Czech Republic) had a graffiti issue, to the point where public buildings as well as historical architecture had been defaced, thus threatening one of Prague’s main economic staples - tourism. And while graffiti is a widely accepted form of expression, it had gotten so saturated in the beloved city that something had to be done. So we came up with an idea for a Content Film that could help shift perception of what was considered art.
We teased our campaign framing clean walls as art all around the city of Prague.
We also curated a set of collectable real Czech CLEAN WALLs as NFT’s created by Czech Artists sold on the NFT marketplace.
We then followed up with an AR experience where users could take part in the coolness of cleaning, and share their photos of the beautiful Prague architecture free of graffiti.
The campaign gained the attention of PR across Europe’s major news outlets. Thanks to social involvement, which resulted in numerous key historical sites banning graffiti such as Prague’s Lennon wall, long a symbol of free expression and resistance to communist-era surveillance, now to be monitored by TV cameras and converted into an open-air gallery with graffiti strictly regulated.
Rogue graffiti cleaners began to surface - cleaning up graffiti at key historical sites such as Charles Bridge and Prague Castle. Now that’s cool.
