Desperados seemingly took a risky tactic in a campaign in Singapore by spraying artwork across major landscapes, but all was not as it seemed as it used LED light projections to simulate graffiti.
The campaign, by SapientNitro - one of The Drum’s most innovative agencies in Singapore, took the brands tag line of #BreakNormal and turned it into an art hack by collaborating with local artists Zero, Tech and Brandon Tay. They chose the National Gallery, National Stadium and People’s Park Complex as the locations for the installations.
Venus Teoh, head of marketing at Asia Pacific Breweries Singapore, said; “#BreakNormalArtHack epitomises the spirit of the Desperados brand – having adventurous experiences at the edge of the boundary, through a fresh and innovative perspective that sparks curiosity and interest in our consumers.”
The light graffiti was created via special spray cans that were fitted with LED lights and infrared sensors that allowed it to project onto the surface in real-time. The artists used a special bike to cart the equipment round the locations.
Claire Waring, executive creative director at SapientNitro Southeast Asia, said; “The Desperados Art Hack is a great example of a brand innovating to connect and contribute to the cultural landscape of Singapore. The collaboration between creative and technology has been fantastic and we can’t wait to see what the artists do with the #BreakNormal Bike next.”