Paint the Change x Foot Locker Spring 2021 “Wear More Art” campaign
Paint the Change collaborated with Milanese street artist Rediet Longo – RED – to paint a mural in Milan promoting Foot Locker’s Spring 2021 “Wear More Art” campaign, for which RED is designing a limited series of sneakers and clothing to encourage Foot Locker wearers to express themselves through art and creativity.
RED also hosted a Paint the Change art workshop as part of the Foot Locker campaign, allowing Milanese youth to share their experiences, concerns, creative ideas and aspirations.
“The "Paint the change" workshop was definitely a unique experience. Before the workshop we carved out time for a mini talk presentation, where some problems emerged told and experienced by the children related to their Afro-descent and their problems to integrate. Later, during the realization of the mural, looking at the boys I noticed how strong the power of street art and art in general can be, as a vehicle to give voice and vent to a community that has no other means to be heard.
Each of the guys expressed through drawing what he couldn't say by voice during the talk. This impressed me a lot and I saw each of them again and realized how much street art can really be a fundamental means with a very strong role in our community. The guys at the workshop were thrilled with the experience and texted me daily with questions and advice.”
– RED, from “The New Foot Locker campaign that tells about diversity through art” in nss Magazine
Our combination of workshops, murals and videos can help corporations and brands understand communities, become part of their landscapes and legacies and communicate with key audiences. And creative agencies can partner with Paint the Change to introduce new campaigns and creative activations.
Creative agencies and brands can introduce new campaigns through Paint the Change workshops and murals. The legendary American director, John Ford, once said “There is nothing more powerful and beautiful than the human face.”
Murals led by diverse communities and positive social messages are a perfect way to present a new message and to tell a brand's story in the public space.
Guido Palmadessa, Hackney, London
Workshop participants, Hackney
Our workshops also become a live photo and film shoot to provide brands and agencies with the visual assets they will need for campaigns looking for strong touchpoints with diverse communities. We advise against using street art for direct advertising of products as it can be counterproductive and controversial. But brands can place their logos on the murals they support and all the publicity assets surrounding them mention the brand.
Sponsoring workshops and street artists as an integral part of public campaigns can also help brands engage with communities and understand their needs to become integral to a neighbourhood’s identity.
We welcome opportunities to help corporates advance their Environmental, Social and Governance (ESG) and Corporate Social Responsibility (CSR) missions.
Supporting Paint the Change murals and workshops can be a compelling way for corporates to develop their ESG/CSR work while making tangible and uplifting contributions to their target demographics and the communities in which they work.
Corporate staff can take part in the workshops, engaging with community members and exchanging ideas, and corporate clients can learn more about the corporation's mission and values by taking part in the workshops.
Corporates can also share social media content about their ESG and CSR initiatives with their clients as part of their brand narrative.
And if your corporation wants to celebrate a landmark event or promote a campaign with its own public art engagement then Paint the Change can pair your teams or clients with a professional artist.
Workshop participants, Nairobi, Kenya
Workshop participants, Nairobi, Kenya
Many corporates may also want to celebrate landmark events or promote campaigns with internal arts engagements for staff and clients.
Paint the Change can help corporate clients host workshops to stimulate meaningful exchanges through the arts within corporate teams or with corporations and their clients.
A professional artist will join the engagement and curate participants' contributions for the corporate's own mural experience.
Our gigantic 200 Nationalities, One NHS mural was created by more than 200 people in East London – and something like this can be a unique experience for corporate teams.
ATMA, Rich Mix, London