Fast food or Dis­rup­tive Art? TBWA\ANG goes vi­ral with Banksy trib­ute

The Malta Independent on Sunday - - BUSINESS & FINANCE -

Whether you are a fan of the art world or not, you can’t have failed to no­tice the up­roar caused re­cently at Sotheby’s when the re­newed and reclu­sive street artist Banksy shred­ded a piece of art, “Girl with a Bal­loon” that had just been sold for over £1 mil­lion.

So­cial me­dia went into over­load with sup­port for Banksy’s act com­ing from all an­gles. Pick­ing up on the trend, Richard Agius, Cre­ative Di­rec­tor at TBWA\ANG – Malta’s 50-year strong cre­ative com­mu­ni­ca­tions agency – de­cided to put his own cre­ative spin on the shred­ding.

Us­ing the iconic im­age of a box of McDon­ald’s fries, the Banksy im­age was rein­vented to rep­re­sent fries be­ing cut. While most memes and ‘copy­cat’ im­ages came out af­ter the event on Mon­day, the post went out on Sun­day show­ing the com­mit­ment to be­ing on-trend and stay­ing ahead of the curve that the agency em­bod­ies.

Global reach

The dis­rup­tive idea cer­tainly did the trick, be­ing shared in­ter­na­tion­ally by cre­ative pub­li­ca­tions Ad­week and Creative­pool while even be­ing picked up by the Wash­ing­ton Post’s blog. McDon­alds Paris and Or­leans also shared the im­age which was orig­i­nally shared on In­sta­gram be­fore hit­ting other plat­forms.

Agius states: “Banksy is the epit­ome of dis­rup­tion so it was fit­ting to hon­our his art this way as well as our own cre­ative think­ing on be­half of one of our brand part­ners. Art and brands are part of cul­ture, not just ad­ver­tis­ing, so this was a way to re­flect that.”

He also high­lighted the im­por­tance of the TBWA Dis­rup­tion men­tal­ity such as the DIS­RUP­TION LIVE tool which al­lows cre­atives to keep on the ball for global trig­ger points and act upon them quickly.

It seems that dis­rup­tion in all forms is able to cause a stir. More info about TBWA\ANG can be found at tbwa-ang.com

Newspapers in English

Newspapers from Malta

© PressReader. All rights reserved.