The MetamorFridges campaign takes old, inefficient fridges and freezers and transforms them into eye-catching street art. The project was conceptualized by ad agency Leo Burnett for ComEd, a Chicago energy and utility provider.
As part of ComEd's 'Smart Ideas energy efficiency' initiative, the campaign seeks to educate citizens about the impact of hydro-guzzling appliances. Ten local artists were commissioned to create interactive, upcycled pieces to be displayed on the streets of Chicago from July 12 to August 19. The designers unveiled offbeat creations with everything from vintage cameras to dog houses rising up from the ashes.
These once forgotten, energy-draining appliances have been given a new life as interactive masterpieces. The ComEd MetamorFridges campaign is a striking social and artistic experiment.
Key Themes Behind This Trend
- Upcycled Art
- The MetamorFridges campaign showcases the trend of transforming old appliances into eye-catching street art.
- Interactive Installations
- The campaign highlights the trend of creating interactive masterpieces to engage and educate the audience.
- Energy Efficiency Awareness
- The project reflects the trend of promoting energy efficiency and educating citizens about hydro-guzzling appliances.
Where This Applies
- Advertising and Marketing
- The campaign presents disruptive innovation opportunities in creating unique and memorable advertising campaigns through upcycled art.
- Energy and Utility Providers
- The project opens up opportunities for utility providers to collaborate with artists and engage the community in energy efficiency initiatives.
- Art and Design
- The campaign demonstrates the potential for artists and designers to leverage upcycling techniques to create compelling installations that convey social messages.
