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Creativity galore for ‘Art for all’
Client: Shopping The Leaf Ternat and Shopping Hognoul
Period: February – March 2022
Target group: B2C
Services: tailor-made campaign and social marketing
THE CHALLENGE
In September of last year, BLSC, the trade organisation for retail parks and shopping centres in Belgium and Luxemburg, launched quite a challenging campaign, Art for all: a competition in which all BLSC members were invited to build a unique piece of art, in collaboration with their community. This community had to consist of members of the local community: shoppers and shop keepers of the retail park or shopping centre, as well as local schools, youth clubs… Afterwards, out of 3 nominees, a voting round would decide on the winner.
No less than 34 retail parks and shopping centres enrolled.
Given that here at Wisely, part of our daily job is to build and boost communities, we committed to collaborate with the local communities of Shopping Hognoul and Shopping The Leaf Ternat, two retail parks for whom we go the extra mile every day, to build a one-off and unique piece of art.
OUR SOLUTION
Shopping The Leaf Shopping Ternat
This retail park in Ternat focuses on sustainability. Respect for humans and the environment tops their agenda. It therefore seemed more than logical to opt for disused material and waste, such as plastic bottle tops. When we learnt about the Ternat-based organisation ‘Ternat dopt mee’ collecting bottle tops in support of the BGC (Belgian Association for Guide Dogs), we decided our artwork was to give their cause an extra boost.
We had a huge fish built, with a tummy that served as the container to collect the bottle tops in. In doing so, we wanted to draw attention to the immense quantities of plastic in our seas, which endangers the fish population.
The second step was to launch the call-to-action to the community: bottle tops could be deposited in several shops in the retail park in special cylinders. On March 5th, everyone was welcome to help to stick the bottle tops on the tail and fins of the fish and turn these into a colourful composition. Surely, you agree the result is something to be proud of!
We were of course delighted to have received the most votes and therefore won in the category ‘retail parks and open-air shopping centres’.
After the competition, all collected bottle tops were donated to ‘Ternat dopt mee’. The BCG uses them to raise additional funds toward training more pups as guide dogs for the blind.
Because sustainability also equals ‘long-term’, to this day still bottle tops can be deposited in the fish and we will continue to contribute to the training of guide dogs via ‘Ternat dopt mee’.
Shopping Hognoul
This retail park in the province of Liège offers all it takes for a great shopping moment, such as a varied mix of shops and a lovely location.
The logo of Shopping Hognoul features a fun depiction of a tree. We wanted to actually build a life-size copy of this tree. Our biggest challenge: to find a way the construction could withstand all kinds of weather conditions, since the retail park is situated in an open air promenade without a covered communal area.
We also set out to build an artwork that could stay in place afterwards as an eyecatcher, so we had the base made out of solid sheet. The next step was to start decorating. Bits of fabric, paper, crayons, cardboard… most ideas in fact turned out not being weatherproof and so the choice of materials became rather short. In the end, we called upon the locals to bring buttons in all shapes, sizes and colours, which would be glued to the base.
Et voilà notre art(bre) haute couture!
