An Urban Art Gallery and an appeal for a recycling conscience were the two main motifs behind this project, which channeled graffiti to spray paint 400 bottle containers and ten garbage trucks. Instead of tagging historical buildings or other areas that are illegal to paint on, this campaign targeted graffiti to areas that were designated.
The project not only gave graffiti artists a voice, it cut down on illegal graffiti all over Lisbon. The city now embraces graffiti (the legal kind) and has done away with the negative stigmas once attached to it. Lisbon even formed a partnership with Citroen to provide guided tours of the graffiti project in decorated vehicles. The tour ended up being wildly popular.
Commissioned by Lisbon City Hall and developed by the Portuguese guerrilla marketing agency Torke, this campaign won media coverage from around the world.
Urban Graffiti Tours
Guerrilla Marketing Campaign Makes Graffiti Legal
Trend Themes
1. Legal Graffiti - There is a trend of utilizing graffiti as a form of legal expression, allowing artists to have a voice while cutting down on illegal graffiti.
2. Graffiti Tourism - The popularity of urban graffiti tours is on the rise, providing a unique and artistic way for tourists to explore cities and appreciate street art.
3. Guerrilla Marketing - Guerrilla marketing campaigns are gaining attention and success by creatively utilizing non-traditional advertising methods, such as using graffiti to promote a cause or brand.
Industry Implications
1. Art and Culture - The legal graffiti trend presents opportunities for artists, galleries, and organizations involved in promoting and supporting street art as a legitimate form of expression and tourism.
2. Tourism and Travel - The rise of graffiti tourism creates opportunities for travel agencies, tour operators, and local businesses to capitalize on the growing demand for unique and alternative sightseeing experiences.
3. Marketing and Advertising - The success of guerrilla marketing campaigns utilizing legal graffiti opens up opportunities for advertising agencies, brands, and businesses to explore innovative and unconventional ways of promoting their products or causes.