Kanal Brut
With this campaign, we introduced a museum that will be built ten years later. Dubbed the 'Foreplay Campaign,' its purpose is to prelude the forthcoming museum by familiarizing people and art enthusiasts with its name and concept. This initiative aims to engage the community even before the old building is demolished to make way for the new construction. It's set to become the cornerstone of all future exhibitions.
Projects insights
The old Citroën showroom is one of the most iconic facades of Brussels. So needless to say, the building became the cornerstone of the entire campaign. It helped us not only to create a unique and recognizable look and feel throughout the different media (online, outdoor and print ads). It also created a visual link between the communication and the location of the new museum of contemporary art in Brussels. We even convinced the museum to use their façade to create impactful out-of-home communication.
80 LITERS OF PAINT, 2 WEEKS OF WORK, 2 OR POSSIBLY EVEN 4 INFECTED ELBOWS
A contemporary museum is the manifestation of the spirit of the times. Protest is a hallmark of today's society. On the positive side, this protest is a sign of engagement from certain groups. Together, they are better able to be heard and / or to affect change. Art is also a social commitment. It connects people across language borders, political colour or background. It makes people pause and reflect. For KANAL FESTIVAL, UWC used expressions of protest as a sign of a common cultural commitment.
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