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Brand Recognition Through Art Installations

Brand recognition with clout!

Increasingly brands seem to be leveraging a realm of different spaces and as a result we’re noticing some pretty awesome and unbelievable art installations. In saying that there comes some risk for brands big or small to attempt these installations because if they get them wrong they’re going to have the exact opposite of the desired effect.

A branded piece of art (like any art) is so subjective and can be viewed in many ways ranging from too promotional, too imposing, too loud and often an intrusion into ‘public spaces.’

But of course when done right, this kind of brand experience (whether a brand or not) can work wonders for brand recognition or simply make people take a second look and think, that’s a great creative idea.

Mega brands such as adidas, BMW, Coca-Cola and Nike have been doing this type of branded art for years and very effectively and why not? their budgets are enormous! As huge recognised worldwide brands they often tend to take new and up-and-coming artists under their wings generating a huge online buzz not only for the brand but also for the piece of art, the location and of course the artist.

Nike’s 20 metre high, 4.75 tonne ‘Ball Man’ made of 5,500 Brazilian skill balls was an incredibly huge hit during the recent FIFA World Cup in South Africa. Created by Leicester based Ratcliffe Fowler Design using a 3D image of Carlos Tevez, it was the centerpiece of a Nike installation in Carlton Mall Atrium, Johannesburg. Thoughtfully the man was designed so that the skill balls remained virtually intact enabling them to be donated to the community after the closing of the exhibition.

Also at the World Cup, Coca-Cola took advantage of the Crate Man craze and installed a 54-foot ‘crate fan’ in Cape Town at the Victoria and Albert Waterfront Harbour – it was built out of 2,500 Coke bottle crates and weighed 25 tonnes.

On the other foot take a look at the below that are purely original, fresh and fun – no associated brand but because they’re cool they create real viral attention.

If you’d like to see your brand create real viral attention why not give us a call, we’re ready to find a space to install your art and gain that recognition you’re after.

Dominic Guthrie
Client Account Director

5 Comments

  1. Anne April 30 2011, 10:49am

    Some great ideas on brand recognition through art installations Dominic. I especially love the Coca-Cola crate man. It shows cheap and affordable way of mixing brand smarts with creativity.

    April 6, 2011 at 10:49 am
    Reply
  2. Nikki April 30 2011, 3:53pm

    There’s nothing better than brands thinking outside the box, or outside the crates in Coke’s case. There seems to be more and more brands combining their powers with artists to create really unique brand gestures. Despite it not being brand related, I love the sad tree logs, a very poignant way to get their message across..

    April 6, 2011 at 3:53 pm
    Reply
  3. Andrew April 30 2011, 5:48pm

    Thanks for you comment Tim and just goes to show that simple ideas can really impress and with the backing of a brand the size of Coca-Cola these art installations really do come to life.

    April 6, 2011 at 5:48 pm
    Reply
  4. Andrew April 30 2011, 5:49pm

    Great comment Nikki and I couldn’t agree more. What I love most about this is the big brands giving the little artist a red hot go.

    April 6, 2011 at 5:49 pm
    Reply
  5. Cassie April 30 2011, 12:37pm

    These brand related art installations create an emotional response in the audience, whether positive or negative. I am particularly drawn to the sad logs – a beautiful comment on the environment.

    April 8, 2011 at 12:37 pm
    Reply

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Tags: adidas, Advertising, Art Installations, BMW, Brand Agency, Brand Awareness, Brand Communication, Brand Design, brand designer, brand designer Melbourne, Brand Expression, Brand Identity Agency Melbourne, Brand Recognition, Brand Strategy, Cape Town, Carlos Tevez, Client Account Director, Coca Cola, Corporate Image, Dominic Guthrie, FIFA World Cup, Graphic Design Melbourne, Johannesburg, Nike, Ratcliffe Fowler Design, South Africa, Truly Deeply

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