In March 2021, the Dacia brand intended to revolutionise the automotive landscape with the Dacia Spring launch, with its brand new electric car. With an unbeatable price, it opts for «an electric revolution exclusively for everyone.» Its motto: «Spring is Coming FOR ALL»!
To celebrate the model's release, Dacia has decided to invest in a prime showcase: the street. With the’Hopscotch Agency, the brand designs a colourful advertising campaign and invite some European street artists to chant this slogan on the tarmac. From Bucharest to Milan, via Madrid and Paris, artists are redoubling their imagination to win the call for projects.
The agency calls, among other things, on StreetDesigners to dress to respond to the call for tenders. The idea is to dress a street in Paris with typographic graffiti. In the spirit of the «Black Lives Matter» fresco painted on 5th Avenue in New York, the text is intended to be Legible, to Arty design and to the Funky colours and adhering to the brand's colour codes. Mock-ups and digital simulations are carried out on rue Phalsbourg, in the 16th arrondissement, the graffiti artists Scarred and Opera They then design their creation, responding to time and space constraints. Everything must be done in less than 24 hours. Challenge accepted!
The challenge? To find an ecological paint, like the Dacia Spring, and ephemeral, … enough to get you pumped for the video shoot. The artists from the StreetDesigners team are on their way Finalists of the call for projects facing the graffiti artist William, represented by the Togæther agency. It was ultimately Ouilyame's typographic proposal that Dacia chose to illustrate its advertising campaign.
From March 20th, internet users could discover the artistic achievements of the winners on social media, with William Roden in Paris, Media ODV in Madrid, Nicola Canarecci in Milan and Sweet Damage Crew in Bucharest. By collaborating with contemporary street artists, Dacia has managed to breathe a modern, fresh air into electric mobility.
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Street Designers – Creative team-building and artistic event entertainment agency!
