Converse 'Fights the Gray' in Sao Paulo, Using People's Shadows
Campaign Turns Outlines of Shadows Into Street Graffiti
Feb 17, 2015
Converse aimed to make Sao Paulo more colorful and "fight the gray" in a city that made headlines when it banned outdoor advertising years ago and made Brazil's biggest city even more drab. Miami-based agency The Community (formerly La Comunidad) asked people on the street to "donate their shadows," so that the outline of their bodies could be turned into into colorful pieces of street art by some of Brazil's best graffiti artists. The murals were plastered across Sao Paulo and spread on Twitter and Instagram. The agency reached an agreement with the city to keep the murals for a month.