Sometimes corporations have so much going on, that when it comes to being a part of the community they support they'll just phone it in. Bon Secours is all about community, which is why they're such a big supporter and sponsor of the Richmond Strikers soccer program. Unfortunately they weren't setting the bar too high when it came to making their presence felt. The original creative brief was simply for a 9' wide by 5' high vinyl banner with their name on it. Not only is it what every other sponsor was doing, but it wouldn't make these future FIFA© stars feel like you're behind them.
So, I thought what if we give the client a better idea? What if we tell them and show them how they can have a greater impact. What if we show them how they can tap into a cultural movement happening in the RVA community. What if we can get the kids of the community involved? The Account Exec shook in her boots and said ok but...
Two weeks later we're meeting with renowned artist, Hamilton Glass to talk design concepts and timing. Street art was on the move within the city, but no one had broken the invisible barrier of the suburbs, until now.
This project broke cultural divides, helped strengthen a youth program and made the client a part of the community and not just another sponsor. It connected corporate image with street art proving the value of corporations understanding the importance of cultural movements and diversity.