General Electric’s Branded Graffiti
Bypassing the outdoor advertising ban in the Brazilian city of Sao Paulo, US conglomerate General Electric (GE) has harnessed eye-popping graffiti art. The series of large, wall-scaling adverts celebrate its efforts in energy, health and transportation.
As part of Sao Paulo’s Clean City campaign in 2007, outdoor advertising was declared ‘visual pollution’, and advertisers were banned from buying advertising space on banners, vehicles or buildings. Recently, however, the mayoral office gave a positive nod towards the Latin city’s vibrant graffiti and urban art culture by allowing artists to continue with graffiti projects that aim to beautify the city.
Jumping on the back of this, General Electric teamed up with Brazilian advertising agency AlmappBBDO in a bid to liven up the grey, empty city walls. In an interview with advertising news source AdAge, Marcello Serpa, creative director at AlmappBBDO, said: “We tried to use buildings as billboards on a huge scale, to give the city some colour and bring art to the people, and to use it as a tool to subtly talk about GE products.”
The next two panels planned by GE for aviation and water will include an interactive element. Fans of the company’s Facebook page will be invited to vote on different artists and their visions.
For more Latin American graffiti inspirations, see our Sao Paulo & Buenos Aires Graffiti report.