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Cattle-Cut Art Ads

The Cowparade Santa Catarina Campaign Shows "Art Will Be Everywhere"

— March 11, 2012 — Marketing
The CowParade Santa Catarina campaign compares the pieces in this public art festival to graffiti found across city walls. The comparison is appropriate since at any turn, a work of art can be found, be it spray-paint on buildings or fiberglass cow sculptures on walkways.

Conceived and executed by Propague, an ad agency based in Florianópolis, Brazil, the CowParade Santa Catarina campaign invites people to keep their eyes peeled for such sightings. Made up of a series of cutout posters that have been pasted on graffiti walls, the ad campaign also demonstrates the diversity of artistic styles present during the parade.

The CowParade Santa Catarina campaign was art directed by Luis Bacellar and Gilberto Cunha.
Trend Themes
1. Public Art Festivals - Opportunities for brands to sponsor public art festivals and showcase their brand message in an artistic way.
2. Out-of-home Advertising - Innovative outdoor advertising strategies that use cut-out posters to blend in with street art and create a unique consumer experience.
3. Urban Art Tours - The rise of urban art tours to showcase street art to tourists presents opportunities for collaboration with artists and brands to create impactful art installations.
Industry Implications
1. Advertising - Agencies can create unique advertising campaigns that blend in with street art to grab the attention of passersby.
2. Art - Public art festivals can showcase the work of emerging artists and create opportunities for collaboration with brands and businesses.
3. Tourism - Urban art tours can be created to showcase the local street art scene and offer a unique experience to tourists visiting a new city.
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