Rogers, Canada’s largest provider of TV, Internet and wireless services, has teamed up with Canadian marketing agency Newad and Parisian street artist KASHINK to create a truly unique interactive experience to promote the Rogers Cup tennis tournament – all with scannable Layar content.
KASHINK is a unique French street artist who paints large, four-eyed creatures with bright colors and thick lines. As her website describes her work, “she only paints men, preferably fat and hairy, looking like badass yet sensitive gangsters, alien-looking ogres, or shamans from ancient tribes. Some of them are gay, some of them are killers, some others are both.”
For the campaign, named “A Creative Exchange” KASHINK was commissioned to paint one of her signature creations on the side of a building on the streets of Montreal, but with a tennis and mobile phone twist.
“Our goal is to have a new interpretation of tennis, and make it more accessible by bringing it closer to Montrealers,” said Lizianne Fortier, Sponsorships and Events Manager at Rogers. “It was important for us to let the artist express herself and interpret the sport of tennis in her own way, without limitations.”
The creature wears a headband and holds a mobile phone to its ear in one hand and a tennis ball between its giant fingers in the other, all while saying “FOUND IT!” over the phone.
Near the ground of the four story artwork is a call-to-action urging those walking by on the sidewalk to download the Layar App and scan the painting to see more. Scanning the artwork reveals a timelapse video of KASHINK working on the giant artwork from start to finish over the course of a few days.
“As the character I created has a very retro feel, applying technology to the mural and merging the two worlds is quite interesting artistically,” said KASHINK.
Click on the image at the top and scan it with the Layar App to watch the time-lapse video of KASHINK at work!