Creative advertising powerhouse Wieden + Kennedy (W+K) is at it again, this time using the streets of Sao Paulo, Brazil as their canvas.
W+K recently teamed up with Smirnoff Vodka to create a series of urban murals on buildings like the Brazilian Museum of Sculpture. The catch is, these special creations can only be seen at night, under a blacklight.
Using a glow-in-the-dark paint that is blacklight-activated, Smirnoff commissioned graffiti artists to create works that expressed the theme ‘Creatures Of The Night.’ Smirnoff champions the ‘nocturnal-awakening’ of its users, as they enjoy the nightlife that their city has to offer.
Playing off the characteristics of its young, urban users, the Smirnoff inspired graffiti is hip, unexpected, and bold. The blacklights are activated at random times to illuminate the art, surprising and entertaining people as they pass.
Smirnoff has been known to connect with its consumers in quirky and unexpected ways, whether it’s strange new flavors or viral-video sensations like Tea Partay. This, coupled with the creativity of an agency like W+K, has undoubtedly resulted in something very cool. Whether or not it’s effective for the Smirnoff brand remains to be seen.
Watch the video below to see the project unfold: