The Jack Agency specializes in urban communications, like this series of commercial graffiti created on the streets of London for Dr. Martens.
The ‘What Do You Stand For?’ campaign makes use of “clean graffiti,” which is applied with water, a power washer and a stencil, so that it leaves a design that is visible, but non-permanent and easily removed once the campaign is over.
For this Dr. Martens campaign, the stencils used were in the shape of an oversized boot imprint and location-specific to 10 sites, asking people in places like Bristol, Cardiff and Manchester “What Do You Stand For?” The urban artworks appeared over a period of four weeks, which would have been fun to spot as they appeared and disappeared over the course of time.
Key Themes Behind This Trend
- Clean Graffiti Advertising
- Using water-activated graffiti to create non-permanent and easily-removed advertising campaigns.
- Location-specific Stencils
- Utilizing stencils in the shape of oversized boot imprints that are specific to certain locations for targeted advertising.
- Interactive Street Art
- Creating urban artworks that appear and disappear over time, engaging viewers and creating excitement.
Where This Applies
- Outdoor Advertising
- Opportunities for outdoor advertising companies to offer clean graffiti advertising as a unique and eco-friendly alternative.
- Footwear
- Footwear companies can use location-specific stencils to showcase their brand and engage with consumers in various cities.
- Art and Design
- Artists and designers can explore the use of interactive street art and clean graffiti techniques to create captivating and temporary installations.
