#ThisIsMarwen
Marwen Arts
Issue 37 | December 2015
Agency
Leo Burnett Chicago
Creative Team
Chief Creative Officer: Susan Credle Executive Creative Director: Alisa Wolfson Art Director: Natalia Kowaleczko Copywriter: Chad Williamson
Production Team
Producer: Colleen Capola
Other Credits
Account Director: Melissa Wolfson Account Supervisor: Sarah Kaminsky Printer: Cushing
Date
August 2015
Background
Marwen is a free art school for under-served Chicago youth. Students who participate in the program come from every one of Chicago's 55 zip codes. However, the average Chicagoan is unaware of Marwen. To build awareness, Leo Burnett Chicago is placing art from Marwen students in all of the city's 55 zip codes through an integrated campaign titled "#ThisIsMarwen."
Idea
Leo Burnett Chicago began with a blank canvas. The agency set up several white teaser billboards in corresponding zip codes that asked the reader to imagine art in that space. After a few weeks, the billboards transformed to art pieces from Marwen students, beautifying the city with original, local art. Readers were asked to 'Find it. Post it. Tag it." People have started to share the work on social media using #ThisIsMarwen. The campaign also has a traditional media component. Bus boards, digital banners and large scale out-of-home are all running concurrently with the ongoing installations.
Results
This unique campaign used Marwen students' artistic strength to help beautify the city. Viewers have been actively participating with the hashtag, "#ThisIsMarwen." There soon will be art installations by Marwen students in every single zip code of Chicago, encapsulating the web of art and talent that Marwen has cultivated. This is an ongoing initiative.